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    题名: 意見領袖的信任影響消費者購買意圖及品牌口碑之研究 : 以美妝部落格為例
    其它题名: The effects of opinion leader trust on purchase intention and word of mouth : evidence from beauty blogs
    作者: 蔡佩諭;Tsai, Pei-Yu
    贡献者: 淡江大學管理科學學系碩士班
    陳水蓮;Chen, Shui-Lien
    关键词: 部落格;意見領袖;意見領袖的信任;購買意圖;品牌口碑;Blog;Opinion Leader;Opinion Leader Trust;Purchase Intention;Word of Mouth
    日期: 2016
    上传时间: 2017-08-24 23:40:28 (UTC+8)
    摘要: 近年來許多美妝部落格層出不窮，消費者對於美妝產品的購買決定除了參考品牌廣告的產品功效外，其信任的美妝部落客試用推薦也對購買意願有一定的影響力。因此本研究以對美妝部落客的信任做為研究目標。首先探討意見領袖對於顧客與品牌的影響；第二，探討顧客與虛擬社群的關係並產生信任轉移；最後探討前述兩者對於購買意圖及品牌口碑的影響。
    本研究主要研究對象為曾經關注過美妝部落客及瀏覽過美妝部落格的群眾，回收有效樣本為910份問卷。實證結果如下：一、意見領袖的信任對於品牌認同、部落格認同及品牌熱情有顯著正向影響；二、部落格認同對於品牌認同有顯著正向影響；三、品牌認同對於品牌熱情有顯著正向影響；四、部落格認同對於部落格投入有顯著正向影響；五、品牌熱情對於品牌連結及部落格投入有顯著正向影響；六、部落格投入對於顧客知識交換有顯著正向影響；
    七、品牌連結對於品牌口碑及購買意圖有顯著正向影響；八、顧客知識交換對於品牌口碑有顯著正向影響，對於購買意圖則具顯著負向影響。最後，本研究綜合研究結果提出管理及理論意涵，並對後續研究者提出建議與未來研究方向之參考。
    In recent years, beauty bloggers are emerging in endlessly, the decision whether to buy cosmetic that made by consumers are not only depend on the product’s function, they also refer to the information of beauty bloggers which they trust, so bloggers have such strong influences to the consumers. Therefore, this study for beauty bloggers trust as research goals, the study initially explores whether opinion leader trust (OLT) directly influences customer and brand. This study then defines the relationship between the customer and the virtual community then happen trust transfer. Therefore, the paper discusses the influence of the aforementioned two for the purchase intention (PI) and word of mouth (WOM).
    The study participants are people who have been concerned about beauty bloggers and views beauty blog people. A total of 910 valid questionnaires were collected. The research findings are as follows: first, OLT has a significant positive effect on brand identity (BRI), blog identification (BI) and brand love (BL); second, BI has a significant positive effect on BRI; third BRI has a significant positive effect on BL; forth, BI has a significant positive effect on blog engagement (BE); fifth, BL has a significant positive effect on CE and self-brand connections (SBC); sixth, BE has a significant positive effect on knowledge sharing (KS); seventh, SBC and KS have significant positive effects PI and WOM. Finally, theoretical implications and research directions are provided for future studies.
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