The effect of product review in online blogs on customer purchase intention

Haznyza Hasnan, (2013) The effect of product review in online blogs on customer purchase intention. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The purpose of this study is to examine the effect of product review in online blogs on attitude towards online blog and customer purchase intention. The study also examines the mediating effect of attitude towards online blog on the relationship between the dimensions of perception of online blog and purchase intention. In this study, perception of online blog is conceptualized as a multidimensional construct which consists of five dimensions of attributes (i.e. perceived usefulness of online blogs, perceived ease of use of using blogs, perceived credibility, perceived trustworthiness and bloggers reputation). A total of 200 respondents were used for the statistical analysis. The data was collected through questionnaire forms using snowballing sampling approach. Multiple regression analyses were employed to test the relationships between the perception of online blog, attitude towards blog and purchase intention. The results show that four dimensions of perception towards online blog review (perceived trustworthiness, perceived credibility, perceived ease of use and perceived usefulness) have a Significant influence on purchase intention. In addition, there is evidence that these dimensions also have a significant effect on attitude towards online blog. It is also evident that attitude towards online blog does influence loyalty intention. The hierarchical regression analysis results showed that attitude towards online blog partially mediates the relationships between the four dimensions of perception towards online blog and purchase intention. Limitations of the study and recommendations for future researchers are also are included in this study.

Item Type:Thesis (Masters)
Uncontrolled Keywords:online blog, customer, purchase intention, regreSSion analysis
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:8728
Deposited By:IR Admin
Deposited On:17 Apr 2014 14:18
Last Modified:17 Apr 2014 14:18

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