Understanding the Role of Blogger Recommendations on Consumer Purchasing Behavior
This study examines the influence of the perceived usefulness of blogger
recommendations, the blog reader’s confidence in them, and the reputation of
bloggers on consumers’ purchasing attitudes and intentions. A model is proposed,
based on the theory of reasoned action (TRA) and the technology acceptance model
(TAM) empirically examined with a primary dataset of 439 blog readers in Kuwait.
Perceived usefulness of blogger recommendations, confidence, and reputation had
influential effects on blog users’ purchasing attitudes and intentions. Confidence in
bloggers significantly influences perceived usefulness of blogger
recommendations. The reputation of bloggers had a significant positive direct
effect on confidence in bloggers.