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Understanding customer experiences in online blog environments

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  • Hsu, Hsuan Yu
  • Tsou, Hung-Tai

Abstract

Blogs have recently become an influential medium and have demonstrated enormous marketing power. Consumers can freely conduct ongoing information searches through this new channel. However, the credibility of blogs plays an important role in creating opportunities for positive customer experiences that can shape consumers’ product/service purchase intentions and decisions. In light of this observation, this study proposes a theoretical framework that delineates the relationship among information credibility, customer experiences, and purchase intention in the blog environment. Data collected from 468 subjects in specific corporate blogs provide support for the proposed model using partial least squares (PLS). The results indicate that information credibility is critical for facilitating customer experiences, which, in turn, is necessary to enhance purchase intention. Additionally, greater involvement with blog significantly increases the effect of customer experiences on purchase intention. The detailed theoretical and managerial implications are presented.

Suggested Citation

  • Hsu, Hsuan Yu & Tsou, Hung-Tai, 2011. "Understanding customer experiences in online blog environments," International Journal of Information Management, Elsevier, vol. 31(6), pages 510-523.
    • Handle: RePEc:eee:ininma:v:31:y:2011:i:6:p:510-523
    DOI: 10.1016/j.ijinfomgt.2011.05.003
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    8. Papadopoulos, Thanos & Stamati, Teta & Nopparuch, Pawit, 2013. "Exploring the determinants of knowledge sharing via employee weblogs," International Journal of Information Management, Elsevier, vol. 33(1), pages 133-146.
    9. Chou, Chien-Hsiang & Wang, Yi-Shun & Tang, Tzung-I, 2015. "Exploring the determinants of knowledge adoption in virtual communities: A social influence perspective," International Journal of Information Management, Elsevier, vol. 35(3), pages 364-376.
    10. Yujia Sui & Bin Zhang, 2021. "Determinants of the Perceived Credibility of Rebuttals Concerning Health Misinformation," IJERPH, MDPI, vol. 18(3), pages 1-17, February.
    11. Minh-Tri Ha & Giang-Do Nguyen & Thi Huong-Thanh Nguyen & Bich-Duyen Nguyen, 2023. "The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
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