本文以國人熱愛消費的美食餐飲做為實證之情境，試圖釐清餐廳部落格資訊揭露多
寡程度對資訊傳遞效果、購買意願之影響。設計三組不同資訊揭露量(低度、中度、高
度)餐廳部落格內容，採取網路問卷方式，透過電腦程式依據資訊揭露量自動分組，讓
受測者先瀏覽指派的部落格一篇後，再填寫問卷共計回收 909份樣本。研究發現餐廳部
落格必須揭露基本資訊，包含：菜品、味道、店名、環境、電話等文字與圖片，且不同
部落格資訊揭露量之資訊傳遞效果、購買意願具有顯著差異。受測者瀏覽餐廳部落格所
接收之資訊傳遞效果具有顯著正向影響購買意願。

This study was an empirical observation on gourmet dining, a highly popular consumer
category among Taiwanese people, in the attempt to clarify the effect of level of information
disclosure in dining blogs on information transmission and purchase intention. Three sets of
dining blog content were designed according to different levels of information disclosure (low,
medium, high), and were distributed via internet questionnaires, upon computerized
distributions based on level of disclosure presented respondents with a single blog entry. A
total of 909 valid samples were collected. Data analysis found that the basic content of dining
blogs must disclose menu choice, taste, name of establishment, environment, telephone
number and other relevant written and graphical information. Different levels in dining blog
information disclosure result in differences in the effectiveness of information transmission
and purchase intention. Respondents’ perusal of dining blogs and reception of transmitted
information resulted in positive influences on their purchase intention.