Instructor: Dr. Pi-Ying Teresa Hsu Presenter: 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 <ul><li>The world has become a global village in recent years through the Internet so people could receive many kinds of information. </li></ul><ul><li>Blog marketing is a modern issue, and more people begin selling their products or services on their blogosphere. </li></ul>
Research Motives <ul><li>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. </li></ul>
Literature Review <ul><li>Blog </li></ul><ul><li>Marketing </li></ul><ul><li>Blog marketing </li></ul><ul><li>Risks on the Internet </li></ul><ul><li>Electronic word-of-mouth (eWOM) </li></ul>
Blog <ul><li>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 . </li></ul><ul><li>(Furukawa et. al, 2006) </li></ul>
Marketing <ul><li>Marketing is a business term referring to the promotion of products, advertising, pricing, distribution channels, and branding. </li></ul><ul><li>The marketing included 4Ps , which are product , price , place , and promotion . </li></ul>
The Definition of Blog Marketing <ul><li>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. </li></ul>
Risks on the Internet <ul><li>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. </li></ul><ul><li>(Forgel & Nehmad, 2008) </li></ul>
Electronic Word-of-Mouth (eWOM) <ul><li>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. </li></ul><ul><li>(Westbrook, 1987) </li></ul>
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