消费者对博客推荐态度的前因及其对购买意愿的影响

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2018-06-28 DOI:10.22452/AJBA.VOL11NO1.10

Grace Phang Ing, Ting Ming

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引用次数: 24

摘要

手稿类型：研究论文。研究目的：本研究旨在通过考察影响消费者对博主推荐态度的各种先行因素与购买意愿之间的关系来填补文献空白。设计/方法/方法：共收集384份问卷，并使用偏最小二乘法进行分析。研究结果：研究结果强调了消费者态度与感知有用性、可信度、信息质量和感知利益等先行因素之间的关系。该研究还证实了消费者对博客推荐的态度的中介作用。最重要的是，消费者对博客推荐的态度对消费者的购买意愿有显著影响。理论贡献/独创性：这项研究对影响消费者对博主推荐态度的先行因素进行了全面的实证检验，之前不同的研究人员在单独的研究中对此进行了检验。研究发现，可信度是影响消费者对博客推荐态度的主要因素，其次是信息质量、感知有用性和感知收益。研究发现，对博主推荐的态度对购买意愿有很大影响；它还充当了先行因素与购买意愿之间的中介。从业者/政策含义：这项研究提供了有用的证据，支持博客作为一种有效的综合营销工具的影响力。研究结果还提出了一些评估标准，用于选择和评估影响消费者态度和购买意愿的博主推荐的有效性。总的来说，在消费者受到影响之前，博客推荐必须被认为是有用的、值得信赖的，并包含高质量的信息。研究局限性：这项研究受到博客类型和变量等限制。未来的研究可以扩展到包括更多样的博客类型、更多的态度变量和更大的地理覆盖范围。关键词：博客推荐，消费者态度，信息质量，购买意愿，可信度。JEL分类：M31

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Antecedents of Consumer Attitude towards Blogger Recommendations and its Impact on Purchase Intention

Manuscript type: Research paper. Research aims: This study aims to fill in the literature gap by examining the relationship between various antecedent factors affecting consumer attitude towards blogger recommendations and their purchase intention. Design/ Methodology/ Approach: A total of 384 questionnaires were collected and analysed using the partial least squares (PLS) approach. Research findings: The results highlight the relationships existing between consumer attitude and the antecedent factors namely, perceived usefulness, trustworthiness, information quality and perceived benefits. The study also confirms the mediation role of consumer attitude towards blogger recommendations. Most impor- tantly, consumer attitude towards blogger recommendations is found to have significant influence on consumer purchase intention. Theoretical contributions/ Originality: This study provides a comprehensive empirical examination of the antecedent factors that contribute to consumer attitude towards blogger recommendations, previously examined by different researchers in separate studies. It is found that trustworthiness is the main factor contributing to consumer attitude towards blogger recommendations, followed by information quality, perceived usefulness and perceived benefits. Attitude towards blogger recommendations is found to have a strong impact on purchase intention; it also serves as a mediator between the antecedent factors and purchase intention. Practitioner/ Policy implications: This study provides useful evi- dence which support the influential power of blogs as a type of effective integrated marketing tool. The findings also recommend some evaluation criteria for choosing and evaluating the effectiveness of blogger recommendations that influence consumer attitude and purchase intention. Overall, blogger recommendations have to be perceived as useful, trustworthy and carry good quality information before consumers can be influenced. Research limitation: This study is constrained by limitations such as blog types and variables. Future research could be extended to include more diverse blog types, more contributing variables on attitude and a bigger geographical coverage. Keywords: Blogger Recommendations, Consumer Attitudes, Infor- mation Quality, Purchase Intention, Trustworthiness. JEL Classification: M31

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.