部落格行銷對女大學生購買美妝類商品之傳播效果探討A Study on The Spread Effect of Blog marketing to Influence female college students to buy Cosmetic products

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Title:	部落格行銷對女大學生購買美妝類商品之傳播效果探討A Study on The Spread Effect of Blog marketing to Influence female college students to buy Cosmetic products
Authors:	鄧淑貞 Dent, Shu-Jen
Contributors:	國際企業學系 International Business
Keywords:	部落格行銷;美妝品;傳播效果 Blog Marketing;Makeup Products;Spread Effect
Date:	2012
Issue Date:	2014-06-27 00:22:14 (UTC+8)
Abstract:	部落格此一新興的網路媒介平台，有許多既有網路媒體的特質，也包含了許多新的特色和變數，既有的搜尋品和經驗品之分類概念，是否能幫助釐清何種產品該如何搭配廣告和部落格，實有深入探究的必要性。媒介的屬性和消費者的個人特質會影響消費者對不同產品屬性的重視程度，進而影響消費者搜尋時所花的成本和心力，導致搜尋行為以及決策行為產生差異。現今女大學生所花在美妝類商品的消費也日益增加，本文針對部落格行銷對女大學生購買美妝類商品之傳播效果做了探討，希望能進一步了解部落格行銷，是否達到了傳播的效益。為達此目的，本研究以統計量化並 Abstract: Blog , an emerging networked media platform, has many characteristics of both network media and a number of new features as well as variables. It is necessary to study deeper whether the classification concepts of both searched products and expe
Appears in Collections:	[Department of International Business] Journal Articles

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