Web 2.0的興起，使得過去由網站產生、發送內容給使用者的單向模式，轉變成為雙向互動的方式，並帶動許多內容網站的生成，其中一項便是部落格。部落格興起於1990年代，而台灣最具代表性的部落格服務提供商為2003年成立的無名小站，其部落格、相簿等功能捧紅不少素人、造就許多意見領袖，也帶動了商機。除了企業與廠商找部落客撰寫試用文，使部落客成為新興的口碑行銷媒介外，近年來也有些許部落客開創自有品牌，販售自己設計或與國內外廠商合作的服飾、鞋子、飾品等，吸引大批粉絲朝聖，也創造了不少話題。

本研究以深度訪談加上問卷調查的形式，針對定期瀏覽部落格的讀者進行一對一深度訪談，初步了解其對部落客自創品牌之看法，及影響其購買部落客品牌之產品的主要因素。彙整關鍵因素並參考相關文獻擬定問卷架構，透過量化數據分析，了解部落格讀者對部落客品牌之購買傾向，並就相關議題進行延伸、探討。研究結果顯示：(1) 部落客傳遞之價值對部落格讀者之部落客品牌購買意願有顯著的影響，(2) 社群意識對部落客傳遞之價值與部落客品牌購買意願並不具中介效果。

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