• A Study on Blog Browsing Behavior from the Experiential Marketing Perspective: An Example of One Million Star

Abstract

Blog popularity has surged over the last few years and gained considerable attention by practitioners and researchers. The major purpose of this study is to investigate blog browsing behavior from the perspective of experiential marketing through an example of One Million Star－a popular TV show in Taiwan. Based on data collected from 383 respondents, the results indicate that consumer experience is appropriate for elucidating an individual’s blog browsing behavior. Besides, the experiences from TV show have diversified moderating effects on the relationship between experiences from blog and attitude toward browsing blog. Several implications for researchers and marketers were also proposed.

Keywords：Blog, One Million Star, Theory of Reasoned Action, Customer Experience