作為Web 2.0具代表性的殺手級應用，部落格近年來的快速崛起改變了媒體及網路生態。在社會大眾認為部落格比傳統媒體可靠的情況下，消費者也將此作為重要的資訊參考來源，部落格的經營也相形重要。然而過去的相關研究大多以部落客的角度，也就是蒐集人氣部落格的資料加以分析，卻鮮少以瀏覽者作為研究對象。因此本研究的目的除了想確認部落格確實能夠影響瀏覽者的購買意願，更進而以部落格瀏覽者為研究對象，從信任的角度來探討部落格經營的關鍵因素。
本研究分為兩階段，首先整理過去有關部落格經營要素的文獻實際建立部落格，並利用問卷調查的方式來證實此部落格能夠對消費者購買意願產生影響。第二階段則修正部落格成功模式，並以信任的角度，將信任作為中介因子建立新的部落格成功模式，並針對有瀏覽過部落格習慣的對象，以問卷調查的方式利用SEM進行此模式的驗證。
本研究之結果發現部落格確實可以影響讀者之購買意願，且部落格之資訊品質、揭露程度對於讀者對於此部落格之信任程度有影響並進而影響讀者之購買意願，部落格之互動性及部落格名譽則沒有顯著影響。根據此研究結果，企業應該重視部落格作為行銷上的使用，無論是部落客試用產品後所撰寫之試用心得，或是自我經營部落格都是在網路行銷時代裡可進行的策略，且經營部落格時，首重部落格資訊品質的維護及資訊揭露的程度以期能讓讀者產生信任進而影響其購買意願。

As an important application of Web2.0, blog has been rapidly spreading all around the world. It also has a great impact on traditional media, such as newspaper, television, radio. Because of its up-to-date and communicative characteristics, the public gradually think blog as a more reliable media than the traditional media. Thus, especially for consumers, the information appeared on the blog about consuming experiences could be regarded as trustworthy. However, most prior researchers studied the bloggers as the research subjects. Herein, I intend to find out whether the blog has an impact on consumers’ purchase intention from the view of blog readers. Also, I intend to identify which factors will affect blog popularity.
The research has two phases. First, based on previous literature review, I establish a blog anonymous and promote my blog by posting it on virtual communities. After it becomes an A-list blog, I conduct a questionnaire to confirm whether the blog guests make consumption after reading the blog. In the second phase, I make another questionnaire according to the modified blog success model and analyze it with the deployment of SEM to identify which factors will influence the success of blog effectively.
Results of my study find that blog would affect readers’ intention to do consumption. Among all factors, information quality and self-disclosure of blog have positive effect on the trust of readers and purchase intention, but blog interaction and blog reputation don’t. Based on the findings, I suggest the enterprise should take advantage of blog as web marketing tools. They can promote their products through famous blogger or operating a blog by themselves. Most importantly, they should focus on information quality and self disclosure of the blog.

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