本研究主要探討產品相似程度、廠商贊助的主效果與交互效果對依變數的影響--包含部落格權益、訊息可信度、消費者的態度以及購買意願。在假設的推導過程中，本研究應用了品牌延伸與品牌聯盟的概念。本研究的實驗設計為 2 (產品相似程度：相似與非相似) x 2(廠商贊助：非廠商贊助口碑與廠商贊助口碑)，並同時對兩種不同種類的部落格—3C部落格與美食部落格進行實驗。
本研究引用品牌權益的概念發展部落格權益的概念，其中包含部落格知名度以及部落格形象。由於部落格屬於較新的網路溝通平台，使得部落格知名度的影響性較部落格形象小。因此，本研究僅對部落格形象的部份做衡量。研究結果指出低產品相似程度與廠商贊助會對部落格權益與訊息可信度產生負面影響。此外，產品相似程度低且被廠商贊助的產品資訊將導致最負面的影響。
本研究應用消費者態度的層級理論解釋依變數間的關係。部落格權益與訊息可信度為認知因子；對部落格的態度與對訊息的態度為情感因子；購買意願則為行為因子。由線性結構模式的結果可得知，本研究所假設的依變數間之關係均顯著。研究結果也指出整體架構符合大部份之統計標準。

This study investigates how product information similarity, corporate sponsorship and their interaction effect influence blog equity, message credibility, consumers’ attitudes and purchase intention. The concept of brand extension and brand alliance is adopted to develop the hypotheses. A 2 (product similarity: similar and dissimilar) x 2 (corporate sponsorship: independent-sponsored WOM and corporate-sponsored WOM) between-subject factorial design were used to empirically test the research hypotheses. In addition, two kinds of blog—3C blog and food blog were both tested in this study.
Brand equity concept is used to develop blog awareness and blog image concept of blog equity. Since blog is still a new online communication platform compared to online community, the impact of blog awareness is relatively small than that of blog image. Therefore, only blog image is measured in this study. The results indicate that product dissimilarity and corporate sponsorship have negative impact on blog equity and message credibility. Furthermore, irrelevant product information which is corporate-sponsored will lead to the most negative impact.
The relationships among dependent variables are explained by the hierarchy of consumers’ attitude. Blog equity and message credibility belong to cognitive component. Affective component includes attitude toward the blog and attitude toward the message. Purchase intention belongs to conative component. The LISREL model shows that the hypothesized relationships between dependent variables are all significant and the result of the model is acceptable.

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