With more popular of blog using, dissemination of word-of-mouth has changed from face-to-face to blogosphere. In message appeals, texts play an important role. This study not only used content analyze approach to understand blog word-of-mouth statements' appeals, but also used online questionnaire to investigate the influence of consumers' purchase decision towards message appeals in blog word-of-mouth. The results show that there has positive relationship of using rational appeal concerning movies and digital electronic products. Emotional appeal has more impacts to tourism and food consumers. Finally, both rational and emotional appeals have positive relationship to fashion, cosmetic, pet supplies, and books; thus, it is suggested that bloggers should provide different message statements according to different products.