Online Purchase Intention: Understanding the Blogosphere Effect

This study examines consumers' attitude toward the blog and the effect of the blog on the purchase intention. The research model developed by the authors on the basis of previous research can be used as a reference schema for predicting future choices of bloggers. It integrates perceptual variables such as the credibility, the interactivity, the ease of use, the usefulness, the attitude toward the blog, and the purchase intention. Using the model, the study surveyed 245 Internet users. The results show that the credibility, the usefulness and the ease of use of the blog generate a positive attitude toward the blog. The attitude toward the blog had a positive impact on the purchase intention. The findings provide some answers to marketers about the blog phenomenon and the behaviour of consumers in this context. They will help managers to understand the consumer assessment process in this particular field of the web.