검색 결과를 통해 블로그에 방문한 블로그 방문자의 블로그 포스트에 대한 신뢰 연구 : 레스토랑 리뷰 포스트 중심으로
Trust towards Blogs Posts with Distinguishing Topic Fitness: Focusing on Restaurant Review Posts
- 주제(키워드) Blog , visitor’s trust , message trust , perceived curiosity , topic fitness , restaurant review , initial trust , web trust model
- 발행기관 아주대학교
- 지도교수 이철
- 발행년도 2016
- 학위수여년월 2016. 8
- 학위명 석사
- 학과 및 전공 일반대학원 경영정보학과
- 실제URI http://www.dcollection.net/handler/ajou/000000022920
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Blog visitors search information through search engine and visit a post whenever they need the information today. For understanding blog visitor in the short-term visiting, we adopted web trust model which come from research about initial trust formation. When blog visitor visits a restaurant review post through searching result, visitor can also visit a review post with irrelevance topic blog. This topic fitness between a review post and blog, which is relevance between content and context, affects difference blog visitor’s trust and intention to searching additional information. The purpose of this study is to investigate the effect of topic fitness between restaurant post and blog makes different influence to blog visitor’s trust when blog visitor visits a post through the result of searching information. We also examine the relationship among trust toward a review post and intention to searching addition information. An online survey of 221 participants was conducted to test our research model. This study’s results show that 1) topic fitness between a restaurant review post and blog affects blog visitor’s trust and perceived curiosity difference when they visit a review post by seeking information. 2)age group moderates the relationship between blog visitor’s benevolence belief and trust toward a review post when they visit a review post with irrelevance topic blog 3) perceived value mediates between blog visitor’s trust toward a review post and perceived curiosity in the short-term visiting.
more목차
I. Introduction
II. Research background
1. Web Trust Model
1.1 Benevolence belief
1.2 Message trust
2. Perceived Value
3. Perceived Curiosity
4. Topic Fitness and Age Group
III. Research Hypothesis
1. Benevolence Belief to Message Trust
2. Benevolence Belief and Message Trust to Perceived Value
3. Benevolence Belief and Message Trust to Perceived Curiosity
4. Perceived Value to Perceive Curiosity
5. Age Group Moderation of the Relationship between Benevolence Belief and Message Trust
6. Comparison of Different Topic Fitness Groups
IV. Research Method
1. Participation s
2. Online Research Design
3. Survey questionnaire
V. Research Result
1. Instrument Validation
2. Analysis of Structural Model
2.1 Result of a Post with Low Topic Fitness to Blog
2.2 Result of a Post with High Topic Fitness to Blog
VI. Conclusion
1. Summary of research
2. Research Contribution
3. Limitations of Research and Future Research
VII. Reference
VIII. Appendix
IX. Abstract
