尋找部落格及網路行銷中找出對顧客品牌忠誠度的影響，並已熟知的化妝品產業為例，希望能以消費者多方搜尋探討下，找出最適合自己的產品。本研究的目的如下：
1. 探討部落格特性對品牌形象的影響
2. 探討部落格文章對顧客品牌忠誠度的影響
3. 探討部落格文章對滿意度的影響
本研究結果證實，部落格特性會影響品牌形象，部落格特性中包含了互動分享，時效性、專業性以及部落格名譽。當企業在做網路行銷，尤其是部落格行銷時更要從這幾方面著手。無論是官方的部落格或是請美妝部落格當寫手，這幾點都不可或缺。企業在尋找美妝部落客寫手的時候，其實就跟找代言人一樣，足夠的人氣和穩定性也都在考慮內，所以企業可以自己也發展出一套固定的網路行銷，心得分享的方式，來貼近消費者。

Nowadays blogging is a trend that people search for different uses. Blog changed the form of one way communication to two way communication tool, it can provides information to customers while at the same time it can send information to consumers by suppliers. When readers do search or post comment on blog, whether or not they are influenced by brand loyalty. This essay is about the formation of the possible outcomes for brand loyalty through blogging.
Around a decade ago, companies tended to use commercial to promote their products; we can see television commercial, posters and even those advertisements on buses. Consumer used to get new ideas from suppliers by advertisement and any product presentation. Companies also used conference to discuss what customer want and what can they improve in the market, however this way was getting weaker. They have to change the method within the business varietychanging as well. Blog started from ordinary people, it is not focus on technical skills but readers care about the big social network behind blogging. Millions bloggers blogging any field they are interested in, it made blog become a global platform. Recent years, companies started to use blogging to sending messages to consumers which we called “on-line marketing”. This kind of marketing strategy became popular because it is low budget compare to other methods. Readers can receive information quickly. Moreover, due to smart phones’ popularity, we seepeople holding their phones everywhere; it already became part of our life, and people receive new ideas almost 24 hours a day. In this way, companies can approach through consumers’ advises and opinions better. In fact, there are many applications that gather bloggers’ articles then put those in different orders for readers. Readers not only can receive new information but also find it easily in orders. These actions are internet marketing. The purpose of thesis research is analyze how this media became trendy and how do people accept it as a major part of purchasing.
Cosmetics known as makeup are care substances used to enhance the appearance of human body. Generally mixtures of chemical compounds; Recent years people’s need for cosmetic is increasing, so far in Taiwan there are almost 70 billion NT put in cosmetic industry. Not only those famous international brands are making cosmetics even some medical companies are trying to get in this market as well. Since there are variety sources therefore customers no longer have loyalty to brand like before.

目錄
論文審定書 i
謝詞 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 部落格(blog) 5
第二節 品牌(brand)定義 7
第三節 品牌的作用 8
第四節 品牌權益 8
第五節 品牌忠誠度(Brand Loyalty) 10
第六節 顧客滿意度(Customer satisfaction) 11
第七節 顧客忠誠度(customer loyalty degree) 13
第三章 研究方法 15
第一節 觀念性架構 15
第二節 問卷設計 16
第三節 對象及問卷 17
第四節 資料分析方法 19
第四章 資料分析 20
第一節 問卷回收及樣本資料分析 20
第一項 問卷回收 20
第二項 樣本資料分析 20
第二節 實證研究信度與效度 24
第一項 信度分析 24
第二項 效度分析 25
第三節 研究假說檢定 28
第一項 PLS路徑分析 28
第二項 中介效果分析 31
第三項 變異數分析 32
第五章 結論與建議 56
第一節 假設驗證結果 56
第二節 研究發現 57
第四節研究限制與未來研究方向 60
第六章 參考文獻 62
第一節 中文文獻 62
第二節 英文文獻 62

中文文獻
1.何金銘，統計法輯要，台灣復文興業股份有限公司出版，2006。
2、榮泰生，AMOS與研究方法，五南圖書出版有限公司，2008。
3、黃雅鳳，拍賣網站服務品質與信任認知對顧客忠誠度關係之研究，私立淡江大學資訊管理學系未出版碩士論文，2004。
4、李佩廷，網路銀行服務品質與顧客滿意度之研究，國立成功大學統計學研究所 未出版碩士論文，2005。
5、洪嘉蓉，服務品質、滿意度與忠誠度關係之研究-以中華電信公司ADSL顧客為例，私立大葉大學資訊管理學系未出版碩士論文，2003。
6、謝忠憲，部落格行銷效果之研究，國立台北大學資訊管理研究所未出版碩士論文，2009。
英文文獻
1.Bagozzi, R. P., & Yi, Y. “On the evaluation for structural equationmodels”.Journal of the Academy of Marketing Science, 16(1), 1988, pp. 74-94.
2.Baron, R. M., & Kenny, D. A. The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6),1986, pp. 1173-1182.
3. Beckwith, H.Selling the Invisible:a field guide to modern marketing . Warner Books.Inc. 1997.
4.Cardozo, R. N. An Experience Study of Customer Effort, Expectation and Satisfaction.Journal of Marketing Research,1965, pp. 244-249.
5. Cardozo, R. N. An Experimental Study of Customer Effort Expectation and Satisfaction.Journal of Marketing Research, 24, 1965,8, pp. 244-249.
6. Chin, W. W.Issues and opinion on structural equation modelling. MIS Quarterly, 22(1),1998, pp. vii–xvi.
7. Chin, W. W.The partial least squares approach to structural equation modelling. , Modern methods for business research,1998, pp. 295–336.
8.Chin, W. W., & Newsted, P. R.Structural equation modelling analysis with small samples using partial least squares. In R. H. Hoyle (Ed.), Statistical strategies for small sample research. CA: Sage.1999.
9.Cronin, J., J, J., Brady, M. K., & Hult, G.Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intention in Service Environments. Journal Of Retailing, 76(2), 2000, pp. 193-218.
10.Day, R. L.Extending the Concept of Consumer Satisfaction,Atanta:Association for Consumer Research. 4,1977 pp. 149-154.
11.Dobele, A., Toleman, D., & Beverland, M. Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2),2005, pp. 143-149.
12.Einwiller, S. “When reputation engenders trust: An empirical investigation in business-to-consumer electronic commerce,”.Electronic Markets, 13(3), 2003, pp. 196-209.
13.Engel, J. F., Blackwell, R. D., & Miniard, P. W.Consumer Behavior (5 ed.). HarcountBroceJoranovich College Pubilshers.1984.
14.Etzel, M. J., Bruce, J. W., & William, J. S.Marketing Management. McGraw-Hill.2001.
15.Fornell, C., & Larcker, D. F. Evaluating structural equation models with unobservable and measurement errors,Journal of Marketing Research, 18(1),1981, pp. 39-50.
16.Gronholdt, L., Martensen, A., & Kristensen, K. “The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences,”. Total Quality Management, 11.2000.
17.Haenlein, M., & Kaplan, A. M. .A Beginner’s Guide to Partial Least Squares Analysis Understanding statistics. 3(4),2004, pp. 283-297.
18.Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. Multivariate data analysis with reading (3 ed.). New York: Macmillan Publishing Company.1992.
19.Hennig-Thurau, T., & Walsh, G. Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2),2003, pp. 51-74.
20.Hennig-Thurau, Thorsten, Kevin, P. G., Gianfranco Walsh, & Dwayne, D. “Electronic Word-of-mouth via Consumer-opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?”.Journal of Interactive Marketing, 18(1),2004, pp. 38-52.
21.Heskett, J. L. Beyond Customer Loyalty. Managing Service Quality, 12(6), 2002, pp. 355-357.
22.MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7, 2002, pp. 83-104.
23.Ohanian, R. Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness and Attractiveness. Journal of Advertising, 19(3),1990, pp. 39-52.
24.Oliver, R. L. A Congitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research, 17,1980, pp. 460-469.
25.Park, C. W., Jaworski, B. J., & Maclnnis, D. J. “Strategic Brand Concept-Image Management”. Journal of Marketing, 50(4),1986, pp. 135-145.
26.Park, D., Lee, J., & Han, I. The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement ［J］. . International Journal of Electronic Commerce, 11(4), 2007, pp. 125-148.
27.Sambamurthy, V., & Chin, W. W. The effects of group attitudes toward alternative GDSS designs on the decision-making performance of computer-supported groups. Decision Sciences, 25,1994, pp. 215-241.
28.Singh, T., Veron-Jackson, L., & Cullinane, J. “Blogging: A new play in your marketing game plan,”.Business Horizons, 2008, pp. 281-292.
29.Sobel, M. E. Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 1(13),1982, pp. 290-312.
30.SoperSD. Sobel Test Calculator for the Significance of Mediation [Software]2013.. http://www.danielsoper.com/statcalc.
31.Vincenzo Esposito VinziHandbook of Partial Least Squares: Concepts, Methods and Applications. 2010.