從體驗行銷觀點探討部落格瀏覽行為之研究——以超級星光大道為例

A Study on Blog Browsing Behavior from the Experiential Marketing Perspective: An Example of One Million Star

本研究以「體驗行銷」觀點探討部落格瀏覽行為的影響因素，透過電視節目「超級星光大道」部落格為研究標的，藉此探討部落格瀏覽與電視節目觀賞過程中所產生之顧客體驗，對個人的部落格瀏覽態度與持續瀏覽意圖的影響。透過問卷調查方式蒐集資料並進行分析，研究結果顯示「部落格情感體驗」與「部落格關聯體驗」對「瀏覽態度」有正向顯著的影響，並進而影響「持續瀏覽意圖」；而「節目情感體驗」、「節目關聯體驗」和「指令式規範」則對「持續瀏覽意圖」有正向顯著的影響。此外，「節目顧客體驗」也會調節「部落格顧客體驗」與「瀏覽態度」之間的關係。本研究希望能提供業者在結合電視與網路媒體行銷策略上的建議，並期望能對「體驗行銷」領域的研究與應用能有所助益。 Blog popularity has surged over the last few years and gained considerable attention by practitioners and researchers. The major purpose of this study is to investigate blog browsing behavior from the perspective of experiential marketing through an example of One Million Star－a popular TV show in Taiwan. Based on data collected from 383 respondents, the results indicate that consumer experience is appropriate for elucidating an individual’s blog browsing behavior. Besides, the experiences from TV show have diversified moderating effects on the relationship between experiences from blog and attitude toward browsing blog. Several implications for researchers and marketers were also proposed.