doi: 10.7763/IJIMT.2012.V3.251
Believe or Skepticism? An Empirical Study on Individuals’ Attitude to Blog Product Review
Chih-Chien Wang
,
Hung-Yu Chien
- National Taipei University, Sansia, New Taipei 237, Taiwan.
Abstract
The study discusses individuals’ skepticism to blog product review by an empirical survey. ANCOVA and Partial Least Square (PLS) were used to analysis the data. This study found that subjects were much skeptical about advertisement than blog product reviews. The influences on skepticism of influence and experience were moderated by product. Skepticism will reduce of the credibility of message and induce negatively product attitude. The credibility will positively influence subjects’ product attitude and then lead to intention to purchase and to recommend the product to others.
Keywords
- Blog
- product review
- word-of-mouth
- skepticism
How to Cite
Chih-Chien Wang and Hung-Yu Chien, "Believe or Skepticism? An Empirical Study on Individuals’ Attitude to Blog Product Review," International Journal of Innovation, Management and Technology, vol. 3, no. 4, pp. 343-348, 2012. https://doi.org/10.7763/IJIMT.2012.V3.251
Copyright & License
Copyright © 2012 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).