블로그 정보 특성이 신뢰의 전이와 구매의도에 미치는 영향

초록

This study performed to investigate the influences of Blog information characteristics on information trust and product trust. In particular, this study tried to analyze the effect of information trust on product trust in order to clarify the effect of trust transfer. Also, we tried to clarify the relationship between information reliability and product trust on purchase intention. The critical purpose of this study is to develop a successful Blog marketing strategy. Preferentially, the Blog information characteristics’ were categorized as three factors; vividness, usefulness, and neutrality. A total of 253 questionnaires were collected from respondents in Korea, some questionnaires were eliminated due to missing data, resulting in a final sample of 225 respondents. The major findings indicate that first, vividness, usability, and neutrality, which are considered as information characteristics, have a significant effect on information trust. However, only neutrality has a significant effect on product trust. And information trust has a significant effect on product trust, thus showing the effect of trust transfer. Finally, it was confirmed that information trust and product trust have a significant effect on consumers’ purchase intention.

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