部落格的傳播魔力：探討旅遊部落格訊息對購買意願之影響力

The Magic of Blog Communication: The Effects of the Travel Blog on the Purchase Intentions of Online Consumers

部落格強大的傳播與溝通效果及特性，已引起許多業者的注意，紛紛採取部落格行銷傳播手法，使這種新興的行銷傳播方式受到廣大應用。本研究探討旅遊之商業部落格訊息中，消費者所知覺之溝通品質、資訊品質及服務品質，透過信任和承諾，產生對消費者購買意願之影響。本研究使用網路問卷調查，研究樣本共回收438份受訪者問卷，進行結構方程模式分析與驗證假設。研究結果延伸了新媒體的傳播，對於顧客購買意願的學術理論應用。

Blog communication is a powerful tool that has attracted the attention of a substantial number of enterprises and resulted in the widespread adoption of blog marketing. By means of 2 mediators, trust and commitment, we studied a travel blog and investigated the consumer perceptions of communication, information, and service quality and how this perception influences online consumer purchase intentions. We collected 438 responses to an online survey and employed structural equation modeling (SEM) to test several hypotheses. The results of this study extend the existing theory and practice of the link between new media communication and consumer purchase intentions.