美妝部落格閱讀動機對閱讀行為之影響

Abstract

Blog has become an important medium for sharing feelings and information. Also, blogosphere has caught marketers’ attentions, more and more activities invite famous bloggers for promoting. Cosmetic blogs may be called the type of blogs which marketers pay attentions most, and has the most controversial transforming process. Previous research of blogs mostly focused on why people want to operate blogs, which is the writers’ perspective. However, the influence of blogs was built on the amount of readers; readers’ perspective should have not been ignored. In addition, prior research rarely took different categories of blogs into consideration. Therefore, this study aims to explore the motivations of reading cosmetic blogs and discuss the effects of these motives on the reading behaviors. Four hundred and eighty-three respondents who had browsed cosmetic blogs participated in the survey. The respondents answered the questionnaire according to their general experiences of reading cosmetic blogs. The results suggest that the motivations of reading cosmetic blogs can be classified as information search, entertainment, bandwagon, and social tendency. Two major behaviors after reading the blogs were measured, including E-preference and social interaction. The regression results show that the motivations of information search, entertainment, bandwagon and social tendency are highly related to E- preference behaviors. Also, the higher the degree of E-preference is, the higher the degree of social interaction will be. To sum up, enrich the content of cosmetic blogs and raise the popularity, could drive readers participate more and increase their preference to cosmetic blogs.