Blog Intention Based on Fashion Involvement and Trust

10.7903/ijecs.1390

Ru-Jen Cheng；Wencheng Fang

Fashion Involvement ； Trust ； Blog Intention

International Journal of Electronic Commerce Studies

6卷1期（2015 / 06 / 01）

19 - 36

英文

The perception of the value of a blog positively influences the intention to revisit a blog and adopt its ideas. Few studies have attempted to elucidate readers' behavior by examining the effect of trust and the involvement of fashion on the revisiting and adoption of fashion blogs. Trust and fashion involvement are new factors that influence the decision of young readers to revisit fashion blogs and adopt the recommendations of bloggers. Data were collected using an online survey distributed through the Tpaobj blog. In this study, 363 questionnaires were conducted and completed. The results partially support the model and hypotheses proposed in this study, and indicate that fashion involvement affects only the intention of a reader to revisit the blog, but not the intention to adopt its viewpoint. Furthermore, the results reveal that trust in a blog is positively related to the likelihood of readers revisiting a blog and adopting its viewpoint. In this paper, the implications of the findings and suggestions for future research are discussed.

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