英文摘要 |
Due to absence of trust and tediousness of marketing cliches, blog has become a brand new marketing channel. The study has adapted the model of Jarvenpaa et al. (2000) regarding to the trust in online store. In addition, according to Hassanein and Head's (2007) and Kuan and Bock's (2007) research, this research also discussed the effect of reputation, social presence, and word of mouth toward trust in blog marketing. This research has aimed the customers who have known and visited the PlaiN's Blog. The research adopted Internet as a media for questionnaire survey. Total 235 questionnaires were collected, and among them, 205 are valid. The result has demonstrated that reputation, social presence, and word-of-mouth have positive and significant influence on trust. Trust has a positive and significant influence on reducing perceived risk and enhancing attitude. Reducing of perceived risk has a positive and significant influence on attitude. |