近年國內外的部落格發展速度越來越熱絡，部落格內容的含括範圍不會因地或因時制宜的特性，提供了網路使用者一個24小時不打烊的資訊交流平台。從過去我們可以發現過往的研究著重於探討網路口碑的訊息結構（包括正面、負面口碑，以及接觸的先後順序）對消費者態度之影響，而鮮少探討現在正夯的部落客（Bloger）之間的資訊流流轉的影響。

　　本研究以部落格為研究標的，透過社群網絡、產品涉入程度的高低，來探討在部落格負面訊息下，對於網路讀者對其訊息態度、品牌態度及口碑傳遞效果（word-of-mouth）的影響為何？以及對未來資訊行銷媒介有何影響？

　　透過描敍性分析、信度分析、共變異數分析等統計方法，本研究結果如下所述：
1. 部落格負面訊息下，訊息認同度一致&不一致的分組之下，對於訊息態度、品牌態度、口碑傳遞效果的影響有所不同；而比較性&非比較性廣告的分組，僅會影響品牌態度的改變。
2. 部落格負面訊息下，訊息認同度一致與不一致的分組之下，透過產品涉入程度的高低，對於訊息態度、品牌態度、口碑傳遞效果的影響有所不同；而比較性廣告，僅會影響品牌態度的改變。
3. 部落格負面訊息下，比較性&非比較性廣告的分組，會受社群網絡關係程度高低的影響，對於訊息態度的可信度、品牌態度有所不同；而訊息認同度一致與不一致的分組，僅會影響訊息的可信度。

Web Blog has increasingly becoming more and more popular now a day within states, and with no limitation of its boundaries or time, Web Blog has provided web-users an non-stop 24hours information exchange platform. From the previous data, it’s not hard to discover all the researches were focus mostly as to discuss how feedbacks from word-of-mouth through internet affected customers were structured, and rarely talk about the influences of the information circulation between bloggers.（Including positive, negative word-of-mouth and contact sequences）

　　This research is based on Blog and with that in mind, through community network and its involvement to discuss from the negative side of the blog’s feedback, how did it effects the web-users react to the feedback, brand attitude and word-of-mouth circumstances, also how will it effects the future IT marketing media?

Here is through descriptive statistics, reliability analysis and ancova statistic methods and the results are as following: 
1. Under the negative side of the Blog’s message, through consistent and inconsistent message recognition sorting, the attitude towards message, brand, and word-of-mouth were very; where as to comparative advertising, merely effect the changes toward the brand attitude.   
2. Under the negative side of the Blog’s message, through consistent and inconsistent message recognition sorting by the involvement of this particular product, the attitude towards message, brand, and word-of-mouth were very; where as to comparative advertising, merely effect the changes toward the brand attitude.
3. Under the negative side of the Blog’s message, the comparative advertising may very depends on how the community network relationship will be affected and moreover the attitude towards the message credibility and brand attitude will very; but through consistent and inconsistent message recognition sorting merely affect the credibility toward the information.

目錄
  頁次
目錄	I
表目錄.	II
圖目錄	III

第一章	緒論	5
第一節	研究背景	5
第二節	研究動機	6
第三節	研究目的	8
第四節	研究流程	10
第二章	文獻探討	11
第一節	部落格	11
第二節	訊息結構	12
第三節	社群網絡	15
第四節	產品涉入	19
第五節	品牌熟悉度	23
第六節	訊息態度	25
第七節	產品態度	26
第八節	口碑效果	26
第三章	研究方法	28
第一節	研究架構	28
第二節	實驗與研究假說	29
第三節	前測	30
第四節	訊息操弄	31
第六節	變數定義與衡量	32
第七節	實驗設計	36
第八節	資料分析方法	38
第四章	研究結果分析	40
第一節	樣本結構描述及分析	40
第二節	操弄檢定	43
第三節	各組之同質性檢定	45
第四節	實驗結果檢定	47
第五章	研究結論與建議	55
第一節	研究結論	55
第二節	研究貢獻	57
第三節	研究限制	60
第四節	未來研究方向	61
附件一	72
前測問卷、大學生感興趣的產品及對應的品牌類別	72
問卷、正式實驗之測量問卷	73
附件二	80
Blog負面訊息挑選（3選1）	80
Blog負面訊息–非比較性模式	86
Blog負面訊息–比較性模式	87
 
表目錄

表 2 2 1涉入分類	19
表 3 3 1社群網絡衡量問項	32
表 3 3 2 產品涉入衡量問項	33
表 3 3 3 訊息態度衡量問項	34
表 3 3 4 品牌態度衡量問項	34
表 3 3 5 品牌熟悉度衡量問項	35
表 3 3 6 口碑傳遞衡量問項	35
表 3 3 7 實驗組合及代號	37
表 4 1 1各組變數之平均分數及標準差	41
表 4 1 2各構面量表信度分析	42
表 4 2 1前品牌態度組別統計量	43
表 4 2 2前品牌態度組別之獨立樣本檢定	43
表 4 2 3產品涉入組別統計量	44
表 4 2 4產品涉入組別之獨立樣本檢定	44
表 4 2 5社群網絡參與程度組別統計量	45
表 4 2 6社群網絡參與程度組別之獨立樣本檢定	45
表 4 3 1前品牌態度組別之獨立樣本檢定	46
表 4 3 2前品牌態度組別之獨立樣本檢定	46
表 4 3 3品牌熟悉度組別之獨立樣本檢定	46
表 4 3 4品牌熟悉度組別之獨立樣本檢定	47
表 4 4 1訊息態度之一般線性模式	47
表 4 4 2口碑傳遞效果之一般線性模式	49
表 4 4 3後品牌態度之一般線性模式	50
表 4 4 4研究假設結果列表	52
表 4 4 5後品牌態度之一般線性模式	54

 
圖目錄

圖 3 1 研究流程	10
圖 3 1 研究架構	28
圖 3 2 研究程序	38

一、中文部份
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方幸意，2006。網路口碑訊息特性對消費者品牌態之影響，國立成功大學國際商學研究所碩士論文。
王淑婷，2005。產品品質口碑對消費者品牌形象、品牌態度及購買意願之影響－以化妝品產業為例，淡江大學管理科學研究所研士班碩士論文。
姚家瑞，2007。品牌認同和社群與對社群忠誠度影響之研究，淡江大學企業管理學系碩士論文。
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高婉珍，2007。影響網路迅息傳遞意願之研究，中原大學資訊管理學系碩士論文。
黃聆怡，2008。電子口碑效果與網路合購行為之研究，國立臺灣大學管理學院國企所碩士論文。
莊易霖，2007。品牌社群對品牌忠誠之探討－以Apple品牌社群為例，淡江大學企業管理學系碩士論文。
廖經政，2007。調節配適對消費者購買意圖影響之研究－以產品涉入程度為干擾變數，中原大學企業管理學系碩士論文。
鄭凱元，2006。網路口碑傳播媒介之比較，國立台灣科技大學企業管理系碩士論文。
蕭沂函，2007。不同產品類別下口碑訊息來順序與正負順序對消費者態度之影響，國立臺灣大學管理學院商學研究所碩士論文。
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