英文摘要 |
In recent years, blog has attracted a lot of attention from both practitioners and academics. Surprisingly, few studies have been devoted to the marketing effectiveness of blogging on the net-surfers. The study attempts to get a better understanding of how persuasive the messages on a blog may affect the net-surfers. We examined ELM model with a type of blog-travel blogs-by designing an online experiment; argument quality (central routes) and celebrity vs. non-celebrity endorsers (peripheral routes) were manipulated to test 468 subjects' (grouped by Personal Involvement Inventory) intentions of traveling. Experiment results partially confirmed ELM model. For the highly involved subjects, the strength of arguments (central routes) is a key factor affecting a potential customer's travel intention; yet for the low involved subjects, the celebrity-endorsed blog is more persuasive than the non-celebrity endorsed one (peripheral routes). Contrary to ELM predicted results, for the low involved subjects, the strength of arguments on a travel blog is still a dominant factor of a potential customer's travel intention; for the highly involved subjects, the celebrity-endorsed blog is not worse than the non-celebrity endorsed blog. Discussions and implications were also provided. |