ODDZIAŁYWANIE REKOMENDACJI BLOGERÓW NA ZAMIAR DOKONANIA ZAKUPÓW W INTERNECIE U MŁODYCH DOROSŁYCH
THE EFFECTS OF BLOGGER RECOMMENDATIONS ON YOUNG ADULTS’ ONLINE PURCHASE INTENTION
Author(s): Małgorzata Budzanowska-DrzewieckaSubject(s): Economy, Micro-Economics, Sociology, Social Informatics, Economic development, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: blogs; eWOM; young adults; recommendation; internet; purchase;
Summary/Abstract: The paper contains the results of own research relating to the use of blogger recommendations when making purchasing decisions by people aged 15–25. A survey involving 299 students as participants is analyzed. The results show that the use of blogger recommendations depends on the involvement of the readers in reading a blog. Moreover, it is determined that the perception of the usefulness of bloggers’ recommendations influences the attitude towards shopping online.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 109-120
- Page Count: 12
- Language: Polish
