Understanding customer experiences in online blog environments

NCUIR > School of Management at National Central University > Department of Information Management > journal & Dissertation > Item 987654321/51882

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/51882

Title:	Understanding customer experiences in online blog environments
Authors:	Hsu,HY;Tsou,HT
Contributors:	資訊管理學系
Keywords:	MODERATING ROLE;PURCHASE INTENTION;CONSUMER-BEHAVIOR;CONCEPTUAL-MODEL;PERCEIVED RISK;INVOLVEMENT;INTERNET;INFORMATION;WEB;CREDIBILITY
Date:	2011
Issue Date:	2012-03-27 19:08:23 (UTC+8)
Publisher:	國立中央大學
Abstract:	Blogs have recently become an influential medium and have demonstrated enormous marketing power. Consumers can freely conduct ongoing information searches through this new channel. However, the credibility of blogs plays an important role in creating opportunities for positive customer experiences that can shape consumers' product/service purchase intentions and decisions. In light of this observation, this study proposes a theoretical framework that delineates the relationship among information credibility, customer experiences, and purchase intention in the blog environment. Data collected from 468 subjects in specific corporate blogs provide support for the proposed model using partial least squares (PLS). The results indicate that information credibility is critical for facilitating customer experiences, which, in turn, is necessary to enhance purchase intention. Additionally, greater involvement with blog significantly increases the effect of customer experiences on purchase intention. The detailed theoretical and managerial implications are presented. (C) 2011 Elsevier Ltd. All rights reserved.
Relation:	INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT
Appears in Collections:	[Department of Information Management] journal & Dissertation

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