Examining the effects of recommendation articles and recommender properties on a reader’s acceptance of the articles

[[abstract]]由於近年來網際網路的盛行，網路口碑已成為現代人購物前參考資訊的主要來源。在網際網路平台中，由於部落格較無商業色彩與可互動與分享的特性，近幾年來已成為消費者搜尋網路口碑與收集資訊的管道之一。 本研究將針對訊息來源可信度、文章正負面，並以涉入程度作為控制變項來了解消費者對可信度與採用度的影響，並透過「雙歷程理論」的角度進行研究探討。本研究採用實驗室法來驗證研究假說，其實驗環境為部落格，並將情境以部落客身份及文章訴求兩構面，區分為2(專業人士部落客/非專業人士部落客)*2(文章訴求正面/文章訴求負面)共四個情境，最後收集200份樣本作為分析資料。 研究結果發現： (一) 讀者的採用度對消費意圖影響程度最高。 (二) 部落格口碑中的採用度的影響部分顯著。 (三) 部落格口碑的文章訴求為正面時，採用度與可信度差異較顯著。 在實務貢獻上，針對研究結果提出相關的實務管理之建議以提供相關企業在網路行銷實務操作之參考，讓產業界可以此發展更適合的行銷策略以及相關於本研究之研究限制與未來研究方向，以提供後續研究人員參考。[[abstract]]Due to the prevalence of internet for the past few years, eWOM has become people's major sources as shopping reference. With the characteristics of interaction and sharing, and less commercial traits, blogs has become one of the ways for consumers gathering information recently. This research based on the Dual-process Theory . In this study, we will discuss the influence of article adoption and credibility on purchase intention. This research adopts the Laboratory Experimentation, and three Independent variables in terms of blogger type of expertise (expertise/non-expertise),the message framing (positive/negative) and involvement were controlled. Finally, by retrieving 200 effective subjects, we verify the hypothesis by using t-test, multiple regression analysis. The research results show that：(1)The adoption of blogs had significant influence on purchase intention.(2)The blogs eWOM adoption is partially significant.(3)The influence of Message framing (positive) on the persuasiveness of blogs is better than the type of expertise. Finally, this study also provides the practical management recommendations.[[note]]碩