2014年資策會產業情報研究所MIC調查發現，高達八成的消費者在購物前有使用網路搜尋口碑訊息的習慣。2015年創市際市場研究顧問調查結果顯示，在台灣top 10社群網站中，有八個是與部落格服務相關的網誌或微網誌網站，超過九成的民眾有經營或瀏覽部落格的習慣，顯示部落格在台灣仍相當盛行，也帶動部落格成為網路口碑主要的傳播平台之一。
本研究整合Chu&Kim(2011) 社群網站網路口碑研究模型與Davis(1989) TAM科技接受模式之觀點，探討部落格「連結強度」、「同質性」、「信任」、「規範性影響」、「資訊性影響」、「認知有用性」各自對網路口碑行為「徵求意見」、「提供意見」、「意見傳遞」的影響效果與程度。研究對象為部落格使用者，利用網路問卷採便利隨機抽樣進行資料蒐集，使用SPSS20進行資料分析。
研究實證結果顯示，部落格「資訊性影響」對部落格網路口碑影響最鉅，其次依序是「連結強度」、「認知有用性」、「規範性影響」、「信任」。「同質性」對部落格網路口碑無影響。部落格使用頻率愈頻繁、停留時間愈長，愈有利於部落格網路口碑的形成。男性相較於女性，對於部落格網路口碑行為的態度更為正面肯定；不同類型的部落格，影響網路口碑的因素也有所差異。
過去文獻大多以網路口碑影響消費者行為意圖為研究主軸，探討影響網路口碑因素的相關文獻甚少。本研究針對部落格網路口碑影響因素之研究結果提出建議與未來研究方向，作為學術界後續研究與實務界部落格設計與改進之參考。

2014 MIC survey found that 81% of consumers are used to search WOM by Internet before shopping. According to Insightxplorer 2015 survey, in Taiwan top 10 SNSs (social networking sites), there are eight related with blogging service, more than 90% of the people have run or browse blogging habits. It revealed that blogs are still quite popular in Taiwan and becoming one of the main social media for eWOM.
This research used Chu & Kim (2011) SNSs eWOM Model and Davis (1989) TAM to explore tie strength, homophily, trust, normative influence, informational influence and perceived usefulness affecting the eWOM behavior-opinion seeking, giving and passing of blogs. This study subject to blog users, used questionnaires to collect data and implemented statistical analysis by SPSS20.
The result confirm that informational influence, perceived usefulness, normative influence, tie strength and trust are positively associated with overall blog eWOM behavior, the effects of homophily is not significant. Users who have high frequency of use and longer residence time, the more conducive to the formation blogs eWOM. Different types of blogs, factors influencing eWOM also vary.
In the past, most studies were focus on eWOM influence consumer behavior, only a limited number of studies have addressed what are the factors affecting the eWOM. This study has practical value for practitioners and provide reference for further study.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第參章 研究方法 13
第一節 研究架構與假說 13
第二節 操作型定義及衡量方法 15
第三節 抽樣計劃 20
第四節 資料分析方法 20
第肆章 資料分析與討論 24
第一節 樣本基本資料描述 24
第二節 部落格網路口碑影響因素之信度分析 30
第三節 部落格網路口碑影響因素之效度分析 33
第四節 部落格網路口碑影響因素之相關性分析 38
第五節 部落格網路口碑影響因素之迴歸分析 39
第六節 部落格網路口碑影響因素之事後檢定 51
第伍章 結論與建議 81
第一節 研究結論 81
第二節 管理意涵 86
第三節 研究限制與未來研究建議 87
參考文獻 89
附錄：研究問卷 93

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