A Study on the Influence of Blog Characteristics and Message Framing on Purchasing Intentions: Focus on the moderating effect of the moderating focus

Purpose: Blogs are useful tools for public relations and information delivery. Nonetheless , not many sellers have experienced a promotional effect by using blogs. In effect, its function little work out fully because of the message organization. The ultimate goal of this research was to provide guidelines for sellers when they compose blog messages. The blog characteristics were distinguished between reliability and visibility; the message composition and types were presented. Consumers' attitude toward this message depends on the composition and type even if the contents of the message are the same. Accordingly, this research aimed to increase the practical usability of blogs used for sales. Research design, data, and methodology: Although many variables constitute blog characteristics, in this study, we chose reliability and visibility and examined the mediating effect of message framing between blog characteristics and purchasing intention and verified the moderating effect of control focus. For this, we used 414 samples for adult men and women in their 20s and tested v the reliability and validity of measurement tools through exploratory factor analysis. Results: In the case of message framing between the blog's features and intention to purchase, the positive frame showed the mediating effect whereas the negative frame little show an effect. The promotional type showed a control effect related to the moderating focus, but little effect was identified in the prevention type. In this regard, utilizing positive message framing and promotional focus during the construction of blog contents revealed significant influences on consumers' intention to purchase. Implications: Blog messages have different transmission strengths depending on their composition and type even if they are the same content. If the message violates consumer autonomy, consumers express their disapproval. In addition, the message of loss rather than profit is not interesting to consumers. If we expect changes in consumer behavior, we need to emphasize positive message frames and aspects that benefit consumers.