{"title":"Consumers Beauty Product Purchase Intention: The Moderating Roles of Product Familiarity and Brand Attitude in Blogs","authors":"Yun Wang","doi":"10.4156/IJACT.VOL4.ISSUE23.73","DOIUrl":null,"url":null,"abstract":"Nowadays many people surf on blogs before they made the final purchase decision. The purpose of this study is to investigate product familiarity and brand attitudes’ moderating effects between blog characteristics, blog attitudes and purchase intention of beauty product blog. The sample comprised of 2052 consumers in Taiwan who read blog and results indicated product familiarity did have moderated effect of the blogs characteristics and blogs attitudes relationships; and brand attitudes did have moderated effect of the blogs attitudes and purchase intention relationships.","PeriodicalId":90538,"journal":{"name":"International journal of advancements in computing technology","volume":"4 1","pages":"609-616"},"PeriodicalIF":0.0000,"publicationDate":"2012-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International journal of advancements in computing technology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4156/IJACT.VOL4.ISSUE23.73","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Nowadays many people surf on blogs before they made the final purchase decision. The purpose of this study is to investigate product familiarity and brand attitudes’ moderating effects between blog characteristics, blog attitudes and purchase intention of beauty product blog. The sample comprised of 2052 consumers in Taiwan who read blog and results indicated product familiarity did have moderated effect of the blogs characteristics and blogs attitudes relationships; and brand attitudes did have moderated effect of the blogs attitudes and purchase intention relationships.
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