The following information was submitted:
Transactions: WSEAS TRANSACTIONS ON INFORMATION SCIENCE AND APPLICATIONS
Transactions ID Number: 32-829
Full Name: CHING-CHIANG CHEN
Position: Ph.D. Candidate
Age: ON
Sex: Male
Address: No.83, Jhongle St., Fongshan Kaohsiung county
Country: TAIWAN
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E-mail address: mw454278@gmail.com
Other E-mails: g9723802@yuntech.edu.tw
Title of the Paper: blog marketing for the trust and purchase intention
Authors as they appear in the Paper: Ching-Chiang Chen, Hsiu-Sen Chiang, Dong-Her Shih
Email addresses of all the authors:
Number of paper pages: 11
Abstract: In the face of the economic depression of the great environment, small numbers of permanent investments are rising. Especially in the online market, the unseen before agitation has risen. This research uses blog as the platform which utilizes the uniqueness, individualization and ease of use of blog. Different with online auction, the research adopts a set of unique marketing tactics. It connects blog and marketing to discuss the causes and effects in buying will. The difference in our research is not to modify by models and emphasize on people¡¦s points of view. Moreover, it not only probes into the relationship among content of blog, involvement, Virtual community and trust but also adopts the statistical analysis way Partial Least Square, PLS to carry on quantitative analysis. Through 130 effective questionnaires, the results obtained that trust, involvement, and on line community are the most directly reasons to influence intention of buying. The achievement of!
research can effectively bring absolutely advantages to bloggers¡¦ marketing strategy and grasp the reader's heart, improve the buying will, and checking rate to spend a small amount of cost obtaining more extra hiding interests.
Keywords: Blog, Involvement, Virtual community, trust, Partial Least Squares
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