The Effect of Reader-Recommender Identification and Information Richness on Product Recommendation on Blog: The Mediation Role of Trust Transfer
碩士 === 東吳大學 === 企業管理學系 === 101 === Many consumers believe that blogs are more trustworthy than other online media. In view of the increasing influence of bloggers in the consumer purchase decisions, this study tries to explore the effective of the blogger who recommended the product on the blog. Inf...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/11085096890262065428 |
| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 101 === Many consumers believe that blogs are more trustworthy than other online media. In view of the increasing influence of bloggers in the consumer purchase decisions, this study tries to explore the effective of the blogger who recommended the product on the blog. Information richness of product recommendation on the blogs was manipulated through an experimental approach. This study examines the impact of Reader-Recommender identification (R-R identity), and the richness of information with regard to product and experience on the outcomes of blog and product attitude. The mediation role of trust transfer was also examined. The results showed that both R-R identity and information richness have significant impacts on the effectiveness of product recommendation. Trust transfer is a mediator in the proposed model. In addition, compared to a richer information blog, R-R identity has greater impact to blog attitude through the mediator of trust transfer.
|
|---|