The Effect Of Blog Trustworthiness, Product Attitude, And Blog Involvement On Purchase Intention

Abstract

Consumers value the advice of others when they are shopping online. Therefore, some high pageview bloggers could have a great influence on a consumer’s shopping decision. Blog marketing is a new communication tool. “Blog trustworthiness”, “product attitude” and “blog involvement” were the three independent variables used in this study to investigate the aspect of purchase intention. This study found that blog involvement had a significant influence on purchase intention. This result contributes concrete suggestions to enterprises when they are dealing with blog marketing.