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dc.contributor.author王韻珊en_US
dc.contributor.authorWang, Yun-Shanen_US
dc.contributor.author唐瓔璋en_US
dc.contributor.authorTang, Ying-Chanen_US
dc.date.accessioned2014-12-12T01:45:39Z-
dc.date.available2014-12-12T01:45:39Z-
dc.date.issued2009en_US
dc.identifier.urihttp://140.113.39.130/cdrfb3/record/nctu/#GT079788502en_US
dc.identifier.urihttp://hdl.handle.net/11536/46553-
dc.description.abstractBlog 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.zh_TW
dc.language.isoen_USen_US
dc.subject美妝部落格zh_TW
dc.subject閱讀動機zh_TW
dc.subject閱讀行為zh_TW
dc.subjectcosmetic blogsen_US
dc.subjectreading motivationsen_US
dc.subjectreading behaviorsen_US
dc.title美妝部落格閱讀動機對閱讀行為之影響zh_TW
dc.titleTHE INFLUENCE OF READING MOTIVATIONS ON COSMETIC BLOG READING BEHAVIORSen_US
dc.typeThesisen_US
dc.contributor.department企業管理碩士學程zh_TW
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