The effects of blogger recommendations on customers’ online shopping intentions

TLDR

Blogging increasingly influences online shopping decisions, yet the impact of blog recommendations on consumer purchase behavior remains unclear. This study investigates whether trust in a blogger and the perceived usefulness of their recommendations affect readers’ attitudes and purchasing intentions, and examines how blogger reputation moderates these effects. A survey of 327 blog readers was analyzed using a model grounded in multiple theories to assess the influence of trust and perceived usefulness on attitudes and behavioral intentions toward online shopping. Results show that trust and perceived usefulness significantly shape attitudes and online shopping intentions, with high‑reputation bloggers having a stronger effect, indicating that e‑word‑of‑mouth is a promising marketing strategy and suggesting tailored approaches for high‑ and low‑reputation bloggers.

Abstract

Purpose Blogging has become part of a consumer's decision making process when shopping online; however, the understanding of blog recommendation's effect on consumer purchase decision is still vague. The purpose of this study is to examine whether the blog reader's trusting belief in the blogger is significant in relation to the perceived usefulness of the blogger's recommendations; and how the blog reader's perceptions influence his/her attitude and purchasing behavior online. The moderating effect of blogger's reputation on readers’ purchasing intentions is also tested. Design/methodology/approach Based on various theories, a model was proposed in this study. A survey involving 327 blog readers as participants was analyzed in the empirical study to investigate whether the usefulness of bloggers’ recommendations and trusting beliefs toward blogger had influence on consumers’ attitudes and behavioral intentions toward online shopping. Findings The results indicated that perceived usefulness of bloggers’ recommendations and trust had significant influential effect on blog users’ attitude towards and intention to shop online. Moreover, the findings showed that different determinants affected the users of perceived‐high‐reputation and perceived‐low‐reputation blogs. Originality/value The findings suggest bloggers’ electronic word‐of‐mouth (eWOM) to be a promising marketing strategy for increasing sales. The marketers should provide free trial products and services to the perceived‐high‐reputation bloggers who, as valued opinion leaders, will influence and prompt others to shop online through a trusting effect. As for perceived‐low‐reputation bloggers, the marketing strategists should strive to emphasize the usefulness of products and services being marketed, so these perceived‐low‐reputation bloggers can focus more on describing the advantages and benefits of products or services discussed in their blogs.