Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie


ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.39-09
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 866 PZFiM nr 39
Oddziaływanie rekomendacji blogerów na zamiar dokonania zakupów w internecie u młodych dorosłych
(The Effects of Blogger Recommendations on Young Adults’ Online Purchase Intention)

Authors: Małgorzata Budzanowska-Drzewiecka
Uniwersytet Jagielloński w Krakowie
Keywords: purchase internet recommendation young adults eWOM blogs
Data publikacji całości:2015
Page range:12 (109-120)
Cited-by (Crossref) ?:

Abstract

The paper contains the results of own research relating to the use of blogger recommendations when making purchasing decisions by people aged 15–25. A survey involving 299 students as participants is analyzed. The results show that the use of blogger recommendations depends on the involvement of the readers in reading a blog. Moreover, it is determined that the perception of the usefulness of bloggers’ recommendations influences the attitude towards shopping online.
Download file

Article file

Bibliography

1.Bearden W.O., Etzel M.J., Reference group influence on product and brand purchase decisions, „Journal of Consumer Research” 1982, Vol. 9, No. 2.
2.Cheong H.J., Morrison M.A., Consumers’ reliance on product information and recommendations found in UGC, „Journal of Interactive Advertising” 2008, Vol. 8, No. 2.
3.Goldsmith R.E., Horowitz D., Measuring motivations for online opinion seeking, „Journal of Interactive Advertising” 2006, Vol. 6, No. 2.
4.Hsu C.L., Lin J.C.C., Chiang H.S., The effects of blogger recommendations on customers’ online shopping intentions, „Internet Research” 2013, Vol. 23, No. 1.
5.Huang M., Cai F., Tsang A.S.L., Zhou N., Making your online voice loud: the critical role of WOM information, „European Journal of Marketing” 2011, Vol. 45, No. 7.
6.Katz E., Lazarsfeld P.F., Personal influence: The part played by people in the flow of mass communications, The Free Press, New York 1955.
7.Lepkowska-White E., Are they listening? Designing online recommendations for today's consumers, „Journal of Research in Interactive Marketing” 2013, Vol. 7, Iss. 3.
8.Radziszewska A., Perspektywy rozwoju internetowych rekomendacji konsumenckich, www.pim.wzr.ug.edu.pl/pim/2013_1_1_38.pdf.
9.Sussan F., Gould S., Weisfeld-Spolter S., Location, location, location: the relative roles of virtual location, online Word-Of Mouth (eWOM) and advertising in the new-product adoption process, „Advances in Consumer Research” 2006, Vol. 33, No. 1.
10.Wu W., Lee Y., The effect of blog trustworthiness, product attitude, and blog involvement on purchase intention, „International Journal of Management & Information Systems” 2012, Vol. 16, No. 3.
11.Yilmaz B.S.P., Ozdogan O.N.P., Blogs as a means of information sharing among tourism consumers: the case of Turkey, Faculty of Tourism and Hospitality Management in Opatija, Biennial International Congress, Tourism & Hospitality Industry, 2010.