The effect of bloggers' recommendations on consumer purchase intention
This study is aim to examine the relationship between perceived usefulness, trustworthiness, information quality, and perceived benefit of bloggers' recommendations on consumer attitude towards bloggers' recommendation. The mediating impact of consumer attitude towards bloggers' recom...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/38892/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38892/2/FULLTEXT.pdf |
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| Summary: | This study is aim to examine the relationship between perceived usefulness, trustworthiness, information quality, and perceived benefit of bloggers' recommendations on consumer attitude towards bloggers' recommendation. The mediating impact of consumer attitude towards bloggers' recommendation on the relationships between perceived usefulness, trustworthiness, information quality, and perceived benefits with purchase intention was also investigated. The target population of the study consists of respondents who have experience in reading biog articles from all demographic background. Self-administered questionnaires were distributed to 384 respondents by using proportionate stratified random sampling method in Kota Kinabalu, Tawau, and Sandakan. Results have demonstrated that perceived usefulness, trustworthiness, information quality, and perceived benefits have positive relationship with consumer attitude towards bloggers' recommendations. The study has also found that the mediation effect of consumer attitude towards bloggers' recommendations was significant on the relationships between perceived usefulness, trustworthiness, information quality, and perceived benefits with purchase intention. Finally, the discussion on results and the contribution together with the limitation of the study are discussed. |
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