Hsiao Yuchung
ABSTRACT
This study addresses the effect of blogs on consumer purchase intention by distinguishing between two types of scenarios involving traditional blogs and microblogs to explore the relationship between the characteristics of bloggers and consumer confidence in products and purchase intention. The study surveys 294 university students in the Guangdong region of Mainland China who have made online purchases and used blogs. The results show that in each scenario, the level of confidence in bloggers and their level of influence both affect purchase intention and consumer confidence in products.
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Index Terms
- Effects of Blogger Characteristics and Blog Style on Consumers' Purchase Intention
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