초록 열기/닫기 버튼
This study examines the impacts of blog marketing on customers' confidence, commitment, and intention in the wedding service industry. 1) Intimacy, interrelationship, and economical efficiency among the characteristics of wedding blogs have positive impacts on customers' confidence in the blogs. 2) Pleasure, intimacy, interrelationship, and economical efficiency among the characteristics of wedding blogs have positive impacts on customers' commitment in the blogs. 3) Pleasure, intimacy, interrelationship, and economical efficiency among the characteristics of wedding blogs have positive impacts on customers' intention in the blogs. 4) Customers' confidence in wedding blogs has positive impacts on customers' commitment in the blogs. 5) Customers' confidence in wedding blogs has positive impacts on customers' intention of doing something in the blogs. 6) Customers' commitment in wedding blogs has positive impacts on customers' intention of doing something in the blogs. However, This study could not cover a comprehensive area of wedding service industry in the sampling procedure. It means that the results of this study can barely be generalized and applied to the wedding service industry.
키워드열기/닫기 버튼
Wedding Blog, Blog Trust, Blog Commitment, Behavior Intention
