摘 要
電子商務不斷地發展演變至今，宅經濟成為最熱門的話題，人人上網購物之前，已經不再只有使用Google搜尋引擎也會觀看部落格，部落格已成為人們進行相關決策的參考依據之一。因此，本研究以實驗的方式，以自我指涉類型的部落格文章對廣告效果之影響為基礎，進一步剖析部落格論點品質的高低與部落格態度居中的調節效果。實驗的組別以自我指涉(分析型/敘事型)和論點品質(高/低)共四組，以模擬情境的方式作研究。研究結果發現，不同自我指涉類型對於廣告效果(廣告態度、廣告認知度、購買意願)之認知有顯著的不同，其中敘事型明顯高於分析型。再則，論點品質僅對分析型自我指涉類型與廣告效果之關係上具有顯著的調解效果。最後，不同自我指涉類型之高/低論點品質與部落格態度對於廣告效果(廣告態度、廣告認知度與購買意圖)亦呈現顯著的差異。相關結果可供未來欲加入部落格行銷的公司或是部落客參考。
關鍵詞：部落格、部落格行銷、自我指涉、論點品質
As electronic commerce continues its steady development, the Otaku Economy has become an increasingly popular topic. Before shopping on the Internet, people do not just collect information on Google; but also read blogs, making blogs an important reference. Due to the influence of self–reference blog articles on commercial behavior, this research, through experiment, explores the intensity of the argument quality of blogs, focusing on the moderating effect of their objective attitude. The experiment is divided into four parts: analytical self–referencing, narrative self–referencing, strong argument quality, and weak argument quality, each of which is then studied through imitative scenarios. According to the result of the study, different self–reference types have significantly different perceptions of advertising effectiveness (advertising attitude, advertising awareness, purchase intention), of which the narrative type is significantly higher than the analytic type. Again, argument quality only has a significant mediating effect on analytical self–reference type and advertising effectiveness. Finally, the high/low argument qualities and blog attitudes of different self–reference types also show significant differences in advertising effectiveness (advertising attitude, advertising awareness, and purchase intention). Therefore, this research can offer adoptable marketing strategies to bloggers and companies that intend to apply blog marketing in the future.
Keywords: Blog, Blog Marketing, Self-Reference, Argument Quality