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| 研究生： |
王湘婷 Wang, Hsiang Ting |
|---|---|
| 論文名稱： |
以關係行銷觀點探討部落客與部落格讀者間的互動 The study on interactions between bloggers and blog readers - a perspective from relationship marketing |
| 指導教授： |
賴建都
Lai,Chien Tu |
| 學位類別： |
碩士
Master |
| 系所名稱： |
傳播學院 - 國際傳播英語碩士學位學程(IMICS) International Master's Program in International Communication Studies(IMICS) |
| 論文出版年： | 2009 |
| 畢業學年度： | 97 |
| 語文別： | 英文 |
| 論文頁數： | 127 |
| 中文關鍵詞： | blog 、blog marketing 、customer satisfaction 、interaction 、loyalty 、relationship marketing |
| 外文關鍵詞： | blog, blog marketing, customer satisfaction, interaction, loyalty, relationship marketing |
| 相關次數： | 點閱：297 下載：178 |
| 分享至: |
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Web 2.0 applications facilitate various adaptations of blogs on many different areas. Bloggers who have blog publications and financially depend on the blog are referred to as professional bloggers in this study. As blogging becomes a social trend, a phenomenon, and more – a profession, there should be a rule or a guideline, and relationship marketing is suggested by the author. Guided by relationship marketing, with the definition extracted from various literatures, the study is based on the structure of Christopher, Payne & Ballantyne (1991) – the relationship marketing ladder of customer loyalty. The purposes of the study are to examine the importance of interaction in the blogger-blog reader relationships, and most significantly, to test if relationship marketing can fit-into the blogosphere.
Adopting a two-phase, sequential mixed method, this study applied both qualitative and qualitative research tools. In the first phase, a pretest survey was conducted to serve as the base for further research. In the second phase, focus group discussions were carried out to explore more insights of blogs, blogging, and the target bloggers, Wan Wan & Queen, from blog readers’ perspective. At last, a final-found survey was conducted to collect more data for testing the hypotheses and feasibility of the research framework.
To conclude, interaction is indispensible in managing blogs. Interactions and blog readers’ expectations toward the blog influence their satisfaction with the blog, and further affect the development of loyalty to spread word-of-mouth. The suggestions for further research including studying from different perspective, adopting longer time span, collecting a larger sample, categorizing bloggers, and implementing behavioral research for business use.
Web 2.0 applications facilitate various adaptations of blogs on many different areas. Bloggers who have blog publications and financially depend on the blog are referred to as professional bloggers in this study. As blogging becomes a social trend, a phenomenon, and more – a profession, there should be a rule or a guideline, and relationship marketing is suggested by the author. Guided by relationship marketing, with the definition extracted from various literatures, the study is based on the structure of Christopher, Payne & Ballantyne (1991) – the relationship marketing ladder of customer loyalty. The purposes of the study are to examine the importance of interaction in the blogger-blog reader relationships, and most significantly, to test if relationship marketing can fit-into the blogosphere.
Adopting a two-phase, sequential mixed method, this study applied both qualitative and qualitative research tools. In the first phase, a pretest survey was conducted to serve as the base for further research. In the second phase, focus group discussions were carried out to explore more insights of blogs, blogging, and the target bloggers, Wan Wan & Queen, from blog readers’ perspective. At last, a final-found survey was conducted to collect more data for testing the hypotheses and feasibility of the research framework.
To conclude, interaction is indispensible in managing blogs. Interactions and blog readers’ expectations toward the blog influence their satisfaction with the blog, and further affect the development of loyalty to spread word-of-mouth. The suggestions for further research including studying from different perspective, adopting longer time span, collecting a larger sample, categorizing bloggers, and implementing behavioral research for business use.
List of Figures & Tables iii
Acknowledgement
Abstract
Chapter I Introduction 1
1.1 Background 1
1.2 Rationale & Significance of the Study 2
1.3 Statement of Research Purpose, Questions & Hypotheses 3
1.3.1 Research Purpose 3
1.3.2 Research Questions & Hypotheses 4
1.4 Overview of Research Procedure 5
1.4.1 The First Phase 5
1.4.2 The Second Phase 5
Chapter II Literature Review 7
2.1 Current Environment 8
2.1.1 Web 2.0 – Blog as a Platform 8
2.1.2 High Internet Penetration Rate 10
2.2 Blog/Blogging 11
2.2.1 Blog Definition 11
2.2.2 Brief Blog History 11
2.2.3 Blogging Gadgets 13
2.2.4 Blogging Motivations 14
2.2.5 Blog User Profile 17
2.2.6 Blogging Impacts on Other Fields 21
2.3 Relationship Marketing 25
2.3.1 Paradigm Shift? 25
2.3.2 Relationship Marketing Perspectives 28
2.3.3 Essences of Relationship Marketing 30
2.3.4 Customer Satisfaction, Loyalty & WOM 31
2.4 Relationship Marketing & Blogging 34
2.5 Summary 36
2.6 Operational Definitions 37
Chapter III Methodology 40
3.1 Research Framework & Hypotheses 40
3.1.1 Research Framework 40
3.1.2 Research Procedure 42
3.1.3 Research Questions & Hypotheses 43
Chapter III Methodology 40
3.2 Pretest Survey 44
3.2.1 The Sample 44
3.2.2 Research Variables 45
3.2.3 Pretest Results 47
3.2.4 Brief Introduction of Target Blogs 52
3.3 Focus Group Discussion 53
3.3.1 FGD Summary 53
3.3.2 FGD Results 55
3.4 Final-Round Survey 56
3.4.1 The Sample 56
3.4.2 Research Variables 56
3.4.3 Hypotheses 59
Chapter IV Data Analysis 60
4.1 Sample Structure 60
4.2 Preliminary Results 65
4.2.1 Wan Wan 65
4.2.2 Queen 72
4.3 Research Question & Hypotheses Testing 78
4.3.1 Hypothesis I 79
4.3.2 Hypothesis II 83
4.3.3 Hypothesis III 87
4.3.4 Hypothesis IV 91
4.3.5 Summary 94
Chapter V Conclusions 96
5.1 Summary of Research Results 96
5.1.1 Conclusion 1 96
5.1.2 Conclusion 2 97
5.1.3 Conclusion 3 98
5.1.4 Other Findings 98
5.2 Suggestions for Professional Bloggers 99
5.3 Contributions of the Study 99
5.4 Recommendations for Future Study 100
References 101
Appendix 106
Appendix III-A: Pretest Questionnaires (Chinese & English) 106
Appendix III-B: FGD Guide (Chinese & English) 115
Appendix III-C: Final-Round Questionnaire (Chinese & English) 119
LIST OF FIGURES & TABLES
Figure 2-1 Literature Map 8
Figure 2-2 The current marketing mix vs. RM paradigm 25
Figure 2-3 Simple comparison of TM and RM 26
Figure 2-4 The strategy continuum & the product continuum 27
Figure 2-5 Individual customer satisfaction, loyalty and behavior 33
Figure 2-6 The RM ladder of customer loyalty with relationship development 34
Figure 2-7 The RM ladder of customer loyalty 39
Figure 3-1 Research Framework 42
Figure 3-2 Research Procedure 43
Table 3-1 Pretest Factor analysis before revision 50
Table 3-2 Pretest Factor analysis after revision 51
Table 4-1 Sample Structure 63
Table 4-2 Factor analysis for level of agreement scale (Wan Wan) 68
Table 4-3 Factor analysis for level of agreement scale (Wan Wan) after revision 69
Table 4-4 Factor analysis for level of satisfaction scale (Wan Wan) 70
Table 4-5 Factor analysis for level of satisfaction scale (Wan Wan) after revision 71
Table 4-6 Factor analysis for level of agreement scale (Queen) 75
Table 4-7 Factor analysis for level of agreement scale (Queen) after revision 76
Table 4-8 Factor analysis for level of satisfaction scale (Queen) 77
Table 4-9 Hypothesis I: correlation – Wan Wan 80
Table 4-10 Hypothesis I: correlation – Queen 81
Table 4-11 Hypothesis I: Hierarchical Regression Analysis – Wan Wan 82
Table 4-12 Hypothesis I: Hierarchical Regression Analysis – Queen 83
Table 4-13 Hypothesis II: correlation – Wan Wan 84
Table 4-14 Hypothesis II: correlation – Queen 85
Table 4-15 Hypothesis II: Hierarchical Regression Analysis – Wan Wan 86
Table 4-16 Hypothesis II: Hierarchical Regression Analysis – Queen 86
Table 4-17 Hypothesis III: correlation – Wan Wan 88
Table 4-18 Hypothesis III: correlation – Queen 89
Table 4-19 Hypothesis III: Hierarchical Regression Analysis – Wan Wan 90
Table 4-20 Hypothesis III: Hierarchical Regression Analysis – Queen 90
Table 4-21 Hypothesis IV: correlation – Wan Wan 92
Table 4-22 Hypothesis IV: correlation – Queen 92
Table 4-23 Hypothesis IV: Hierarchical Regression Analysis – Wan Wan 93
Table 4-24 Hypothesis IV: Hierarchical Regression Analysis – Queen 94
Table 4-25 Summary Table 95
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