近年來，部落格的數量呈爆炸性的戲劇化程度成長。根據軟體業巨人，微軟的總裁Bill Gates表示，部落格將會是繼e-mail、BBS、即時訊息（如MSN Messenger、即時通等等）之後，第四個改變世界的網路殺手級應用方式。雖然有很多的企業紛紛發現部落格對於產品和服務而言都是一個相當有效的推廣通路，但鮮少有企業站在消費者的立場，將其可能的反應，從情緒的角度加以考量。
更甚者，由於網際網路的興起，消費者被迫必須要瀏覽眾多被排列好次序的訊息並從中選擇所要獲得的資訊，也因為如此，廠商要如何從眾多的資訊當中脫穎而出便成了一個相當值得探討的議題。
希望(Hope)和恐懼(Fear)是兩種和人類的生活息息相關的特殊情緒，過去的文獻也指出這兩種特別的情緒不論是對於消費者的行為或者是在行銷方面都有非常高度的相關性。
因此，本研究的主要目的在於釐清部落格的訊息類型以及不同訊息所呈現的順序，其所引發的希望(Hope)和恐懼(Fear)在強度上的差異，並進一步的分析不同程度的希望(Hope)和恐懼(Fear)是否會對消費者的態度與行為意向產生影響。
對先前的相關文獻做一個簡單的回顧之後，本研究推導出一個研究架構以分析各構面之間的關係。本研究採用實驗法，以四種不同的部落格情境 (正向部落格，負向部落格，正向部落格到負向部落格，負向部落格到正向部落格)，有效樣本為159人，並且選擇餐廳消費的相關經驗分享做為研究的部落格標的內容。
本研究獲得的重要結論如下:
1.相較於負向部落格，正向部落格能夠引起較高程度的希望(Hope)；反之，相較於正向部落格，負向部落格可以引起較高的恐懼(Fear)。
2.先接收到正向部落格訊息再獲得負向部落格訊息的消費者，相較於先獲得負向訊息再接收到正向訊息的消費者，能夠引發較高程度的希望(Hope)；相反的，先獲得負向訊息再接收到正向訊息的消費者，相較於先接收到正向部落格訊息再獲得負向部落格訊息的消費者，能夠引發較高程度的恐懼(Fear)。
3.希望(Hope)程度高的消費者對產品或服務有較佳的態度與較高的購買意向；另一方面，恐懼(Fear)程度高的消費者對產品或服務表現出較差的態度與較低的購買意向。

Recently, there has been a dramatic explosion in the number of blogs. According to Bill Gates, the powerful CEO of Microsoft, blog is the forth Internet killer application which could change the world after e-mail, BBS, and instant messaging. Although some enterprises even have chosen blogs as an effective channel for products or services promotion, little of consumers’ response in emotion perspective is taken into consideration.
Furthermore, the emerging of Internet also forced the consumers to search for and choose from ordered sets. As a result, how to make the marketer itself to be conspicuous from various kinds of information becomes a worth exploring issue.
In accordance with several literatures, hope and fear are human emotions that often referred to across many walks of life, and also have been indicated the highly relevant on consumer behavior and marketing.
Therefore, the purpose of this research is to clarify the effects of blog message type and whether there is order effect on consumers’ attitude and behavioral intention depending on the mediating role of hope and fear.
After reviewing the related literatures, we demonstrate a research framework to investigate the relationships among these variables. This study examines findings from four blog message conditions (positive, negative, positive-negative, and negative-positive) with 159 effective respondents. Otherwise, a blog with the experience of visiting a specific restaurant is decided as the assessed target.
The major results of this research are as follow:
1.Positive blog message can evoke more hope than negative one while negative blog message can evoke more fear than positive one.
2.Once consumers look at positive blog message first and negative blog message last, higher level of hope would be evoked than the opposite order; on the contrary, when consumers look at negative blog message first and positive blog message last, higher level of fear could be induced than the contrary order.
3.High-hope individuals will have both more favorable attitude and higher purchase intention. Conversely, high-fear individuals will have both worse attitude and weaker intention to purchase.

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