現今市場以虛擬市場為主軸，部分消費者在購買前會進行商品相關資訊的搜尋，部落格為其中一種管道。透過部落格知曉商品的資訊後，勢必對商品多了一層了解，而訊息的可信度就有賴於部落格的口碑及品牌形象。本研究以部落格作為研究對象，探討消費者因部落格的口碑行銷及整體品牌形象完成購買後，對商品的滿意度及再購買意願之調查。本研究將以問卷方式檢測信、效度，再以SEM結構模型路徑分析作為分析方法，研究結果以提供業者作為改善行銷方式。本研究根據文獻假設口碑行銷、品牌形象及顧客滿意度皆對再購買意願呈現正向影響，透過問卷分析後，發現口碑行銷與再購買意願之間呈現負向影響，而品牌形象及顧客滿意度皆對再購買意願呈現正向影響，故口碑行銷在此為不適合之行銷方式。
The virtual market is the main way nowadays. Part of customers will search some informations about commodity before purchasing, and one of ways is Blog. After knowing the information of product from the blog, it will be learn more about the product, and the credibility of the message depends on the blog's word of mouth and brand image. This study using blog as research objects, to explore consumer purchasing by blog’s word of mouth marketing and brand image, consumer satisfaction and the repurchase intention. This study will investigate with questionnaires to test the credibility and validity, then use SEM structural model as the analysis method. The results of the study will provide industry with the reference for improving marketing methods. This study according to literature assume word of mouth marketing, brand image and consumer satisfaction will all positively influence repurchase intention. After through the questionnaire analysis, word of mouth marketing is negatively influence repurchase intention. Both brand image and Consumer Satisfaction will positively influence repurchase intention, therefore, word-of-mouth marketing is not suitable for marketing.
