[[alternative]]A Study on the Measure Model of Effect for Blog Business Intaiwan - Using Involvement and Business Ethics as Moderating Variables

系統編號: PB10107-0613計畫編號: NSC101-2410-H343-001執行機構: 南華大學企業管理系研究期間: 10108~10207[[abstract]]在新經濟的時代裡，隨著網際網路與資訊科技的發展，企業為因應環境的變動與不 確定性，對行銷通路的了解與掌握成為提升競爭優勢的利器。Web2.0之後部落格快速崛 起，改變了媒體及網路既有生態，消費者也聚集在此一網路空間，並成為重要的資訊來 源管道，業者更已悄悄的建立起交易平台，將之視為拓展商機的新通路，然而最初由於 部落格的推薦宣傳並不是出自於部落格經營者的商業利益，而是人與人互動下的資訊傳 播結果，因此業者要如何建構成功的商業化部落格並兼顧商業倫理，才不至於被排斥進 而吸引消費者提升購買意願，將是業者所關心及努力的目標。 部落格行銷是C2C的一對一、多對一的溝通模式，企業得以擺脫傳統官方網站宣布 訊息的制式方式，而以更自由、人性化的方式與消費者做雙向溝通，個人也能將在部落 格上所凝聚的人氣轉為名氣，進而成為名人或者吸引廠商邀約，因此如何利用部落格創 造競爭優勢、開拓新的行銷通路是值得深思的問題。 企業倫理的著眼點各不相同，其詮釋亦不相同，乃是將倫理道德的規範延伸於商業 活動中作為行為法則和道德規範。同樣的，將此概念運用在部落格平台上，使得部落客 個體與群體之間的所有決策與行為，均能遵守應有的行為準則和道德規範。 本計畫主要希望了解商業化部落格之建構在互動、資訊品質、涉入、娛樂性對口 碑及吸引力之影響，並以商業倫理探討是否會影響部落客的購買意願，本研究將利用 結構方程式(SEM)來進行驗證分析，建立商業化部落格效果之衡量模式，研究的結果期 能提供業者轉進部落格經營的參考。[[abstract]]In the era of new economies, the advancement of Internet and information technology has made knowledge and control of marketing channels a useful tool for businesses to leverage their competitive advantages in response to changing and uncertain environments. The rapid emergence of post-Web2.0 blogs has changed the existing ecology of media and networks. Consumers gather in the cyberspace because it has become an important source of information. Businesses have also established trading platforms without anyone noticing and have turned to blogs as new channels for maximizing business opportunities. Nevertheless, initial referrals and promotions on blogs are not based on the commercial interest of the blog managers themselves, but they are the result of information communicated between people. As such, businesses should be concerned about, and work towards, the goal of constructing successful commercial blogs that embody business ethics, avoid rejection, and boost consumer desire to make purchases. Blog marketing is based on a one-on-one and many-on-one C2C communication model. Businesses are able to break away from the conventional practice of posting messages on their official websites, and they can engage in bilateral communications with consumers more freely and in a more personalized way. Individuals can also create a reputation based on their following and become celebrities or attract invitations from manufacturers. Therefore, how to create competitive advantages and explore new marketing channels through blogs is worth consideration. Business ethics vary as do interpretations. Business ethics is an extension of ethical and moral norms of commercial activities and are the code of conduct and moral norms for commercial activities. Similarly, when the same concept applies to blogs, bloggers, individuals, and groups have a code of conduct and moral norms to follow while making decisions and engaging in activities. This program primarily aims to understand the influence of the construction of commercial blogs on word of mouth and attraction in terms of interactivity, quality of information, involvement, and entertainment. Business ethics are explored to determine whether they affect bloggers’ willingness to make a purchase. This study will take advantage of the structural equation modeling (SEM) in validation and analysis to establish a measurement model for the commercial effects of blogs. It is hoped that results of the study can serve as a reference for businesses wishing to make the leap into blog management