9722615陳漢明 Jeffrey

Instructor: Dr. Pi-Ying Teresa HsuPresenter: Han-Ming Jeffrey Chen

Date: Dec. 29, 2008

A Study of the Trust in Blog Marketing: From the Consumers’ Perspective

Contents

Introduction

Literature Review

Methodology

Research Motive

Introduction

The world has become a global village in recent years through the Internet so people could receive many kinds of information.

Blog marketing is a modern issue, and more people begin selling their products or services on their blogosphere.

Research Motives

The blog marketing is a way for consumers to realize what the products or services are. The consumers’ trust could affect the blogs as a marketing medium.

Literature Review

Blog Marketing Blog marketing Risks on the Internet Electronic word-of-mouth (eWOM)

Blog

A new information issue configuration called the weblog (henceforth “blog”), has been attracting attention, and it had become a new form of mainstream personal communication.

(Furukawa et. al, 2006)

Marketing

Marketing is a business term referring to the promotion of products, advertising, pricing, distribution channels, and branding.

The marketing included 4Ps, which are product, price, place, and promotion.

The Definition of Blog Marketing

Blog marketing which applied the marketing with the blogs, is different from the traditional marketing. A blogger might be the owner of the cyber store, or they might only be the medium.

Risks on the Internet The Internet is not a private club, clearly those

who are posting information about themselves on their social networking profiles are more comfortable with the possible risks of their information being seen by others.

(Forgel & Nehmad, 2008)

Electronic Word-of-Mouth (eWOM)

Electronic word-of-mouth (eWOM) can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers.

(Westbrook, 1987)

Methodology

H.1 The Internet consumers purchased the products or service from the providers’ blogospheres.

H.2 Consumers are satisfied after purchasing products or service through the blogs.

Why does the blog marketing affect people in modern society?

Procedure (pilot study)

Questionnaire design

Pilot study

To modify questionnaire

Formal study

Pilot study

participants

method

30 seniors of AFL at CYUT

Questionnaires

(5-point Likert Scale)

The pilot study is to modify the questionnaire for the formal study.

Method

Participants

Data collection

Quantity of collection

Instrument 5-point Likert Scale

The consumers who ever purchase products from the blogs

From the forums

300 Questionnaires

Procedure (formal study)

Formal study

Questionnaires collection

Analysis

The result of research

ThanksThanks for your attention!