Factors Influencing Consumers Purchase Intentions of Advertising Recommendations on Blog

• Main Authors: Yang ya-wen, 楊雅雯
• Other Authors: Liao Chechen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/84559389451193467125

碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 101 === With the developing of internet and technology, online advertsing is not only exsit on portal webs, but also exsit on blog. Blog marketing is a new communication tool, many companies nowadays market their products via blog. Therefore, understanding what consumer exactly need is the most important. In this study, this research conducted on consumers’ purchase intention of adversitng recommendations on blog. The model specifies contextual variables such as central routes, peripheral routes, and product involvement. We use online survey questionnaire on this research. Through an online survey of 379 respondents, by means of structural equation modeling with smartPLS 2.0. The result of this research shows that the influence of peripheral route is stronger than the influence of central routes. In central routes, Product information and Argument Strength have positive impact on attitudes toward advertising, and argument strength is the most significant. In peripheral route, Attractiveness, Trustworthiness and Social Presence have positive impact on attitudes toward the advertising, and trustworthiness and social presence are the most significant. Product involvement as a moderator, the reselt show that product involvement can lead argument strength and attractiveness to enhanced attutide toward advertising. The result will be useful to both the academic and business in their advocacy of the conducts of mobile value-added services.