Understanding customer experiences in online blog environments

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题名:	Understanding customer experiences in online blog environments
作者:	Hsu,HY;Tsou,HT
贡献者:	資訊管理學系
关键词:	MODERATING ROLE;PURCHASE INTENTION;CONSUMER-BEHAVIOR;CONCEPTUAL-MODEL;PERCEIVED RISK;INVOLVEMENT;INTERNET;INFORMATION;WEB;CREDIBILITY
日期:	2011
上传时间:	2012-03-27 19:08:23 (UTC+8)
出版者:	國立中央大學
摘要:	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.
關聯:	INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT
显示于类别:	[資訊管理學系] 期刊論文

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