部落格代言人對瀏覽者口碑意圖影響之研究：以閱讀動機為干擾變數

The Effect of Blog Endorsers on Word-of-Mouth Intention: Reading Motives as Moderators

部落格不僅是消費者搜尋資訊的重要管道之一，也是醞釀口碑的平台，故企業與部落格版主合作，透過專家、名人或素人等進行口碑推薦與背書，以達到產品代言的效果。此代言模式有別於一般廣告及商業背書，而口碑相關研究亦無法釐清不同來源特徵者的口碑推薦及背書行為，對瀏覽者行為意圖的影響及其差異。此外，部落格相關研究多聚焦於部落格作者，而忽略在不同閱讀動機影響下將誘使瀏覽者做出不同的行為意圖的可能性；故本研究將以瀏覽者觀點，探究部落格代言人對瀏覽者口碑意圖之影響，並以閱讀動機作為干擾變數，以釐清三者間的關係。本研究經採實驗設計方法對部落格代言人與發文內容加以操弄，並透過模擬部落格的建置進行網路問卷蒐集，共取得419份問卷，有效問卷332份（79.24％）；分析結果顯示，不同部落格代言人對瀏覽者口碑意圖皆具顯著正向影響，其中又以名人代言人之效果最強。而瀏覽者不同的閱讀動機，會在部落格代言人與瀏覽者口碑意圖之間，產生正向的干擾作用。

Firms and blog writers, such as experts, celebrities and typical consumers are more and more popular in cooperation. Most previous blog studies focus on the blog writers, but the impact of WOM (word-of-mouth) in blogs always goes along with the readers. Different reading motives may lead readers to have different word-of-mouth intention. Therefore, this study aims the blog endorsers to examine the influence with word-of-mouth intention from perspectives of readers. Moreover, we consider the reading motives as moderators and investigate the effect between blog endorsers and the word-of-mouth intention from the perspective of readers. This study conducted the on-line questionnaires through experiment design of the blog. There were 332 effective questionnaires from 419 respondents. We find that the blog endorsers' positive endorsements have obviously enhanced word-of-mouth intention of readers and the endorsement of celebrity has the most influence. Second, all of the reading motives have positive effect on word-of-mouth intention and also exist the moderating effect between the endorsements of blog endorsers and word-of-mouth intention.