本研究欲了解父母在缺乏傳統人際互動的社交網站上如何採用部落客的推薦與觀點？部落客的商業化程度對於採用推薦的影響又如何？本文整合信任與科技接受模式(technology acceptance model, TAM)為理論基礎建立研究架構，探討信任如何影響親子部落客的產品推薦，以及涉入與部落客商業化程度的調節效果。研究採用問卷調查、獲得373份有效樣本，應用多元迴歸與階層迴歸分析檢視研究模式。研究結果顯示：(1) 部落客的專業能力、善意與誠實正直皆顯著正向影響讀者對於親子部落客的信任，其中專業能力的影響效果最強烈，(2) 信任直接提升讀者對於親子部落客推薦產品的購買意圖，並且顯著正向影響知覺有用與知覺享樂、進而間接正向影響讀者購買意圖，(3) 部落客「商業化程度」顯著正向調節信任對於知覺有用的影響效果，(4) 「個人涉入」顯著正向調節信任對於知覺有用的影響效果。並對於親子部落客提出實務意涵與建議。

Blogs have become an important tool for interpersonal interaction in contemporary society. This paper studies how parents adopt the recommendations and ideas of bloggers, and the effects of blogger commercialization in adopting process. Integrating the trust and technology acceptance model (TAM), This article investigates the impact of trust on parent-child blogger recommendation and the moderating effects of individual involvement and blogger commercialization. A total of 373 valid questionnaires are collected. hierarchical regression analysis is applied to examine the path effects in the conceptual model. The results find that: (1) Bloggers’ ability, benevolence and integrity have significant and positive effects on the reader's trust in the parent-child bloggers. The “ability” is the strongest affecting factor on the reader's trust. (2) Reader's trust directly increases the purchase intention of the products from parent-child blogger recommendation. Also trust significantly and positively affects both perceived usefulness and perceived enjoyment, which in turn positively influences the purchase intention. (3) Blogger commercialization positively moderates the effect of trust on perceived usefulness. (4) Personal involvement positively moderates the effect of trust on perceived usefulness. The practical implications for parent-child bloggers are proposed.