The Exploration of Blogs of Gourmet Food Relationships between Communication Quality and Loyalty in “Trust-Commitment” Theory

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题名:	The Exploration of Blogs of Gourmet Food Relationships between Communication Quality and Loyalty in “Trust-Commitment” Theory
作者:	LIN YI-CHUN
贡献者:	Department of Leisure and Recreation Management
关键词:	Blog;Blogs of Gourmet Food;Communication Quality;Trust;Commitment;Loyal
日期:	2011
上传时间:	2011-09-30 01:01:58 (UTC+0)
出版者:	Asia University
摘要:	For times of network development, it is shown with Blogpulse.com statistics that the number of blogs worldwide has far exceeded 140 million. For era that relies on network to obtain knowledge and information today, blog has already amounted to very important position. In fact, blog on gourmet foods has even more played as one of the preferred types by network-surfers. As viewed from the perspective of management and theory, communications has played a very critical role (Mohr and Nevin, 1990) for marketing channels, while high communication quality will render mutual relationship lot closer among exchanges. As for “trust -- commitment” theory put forth by Morgan & Hung (1994) to investigate relationship quality, it works to enhance their loyalty if mutual trust and continued maintenance of mutual relationship can be done during human exchange. 　　This study has employed university students in central Taiwan as its subject of research, and a total of 412 valid questionnaires are collection. As found from questionnaire results, 1. Blogs of gourmet food renders positive impact upon the communication quality and trust of network browsers; 2. Blogs of gourmet food renders positive impact upon the trust and commitment of network browsers; 3. Blogs of gourmet food renders positive impact upon the commitment and loyalty of network browsers; 4. Blogs of gourmet food renders positive impact upon the trust and loyalty of network browsers; 5. There is prominent impact of difference under diverse background and aspects. For theory of this study, its primary contributions include: 1. Theory of “trust – commitment” with relationship quality is being widely use upon many industries, but the studies of Customer-to-Customers (C-C) are relatively in short of. This study will conduct investigation of “trust-commitment” between blogs and network browsers; 3. Using communication as the antecedent factor, it is to conduct investigation of “trust – commitment” on the relationship of blogs for gourmet food and network browser, and provide blog operators with approach and deliberation for management; 3. It will put forth suggestions that render prominent impact in view of different backgrounds and aspects.
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