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Influencer Review Effect on Customer Purchase Intention: An Extension of TAM

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  • Ruhi Sethi

    (Amity University, Noida, India)

  • Deepa Kapoor

    (Amity University, Noida, India)

Abstract

Presently, the web is the fundamental product information source for some customer goods, for the most part on account of the irruption of customer reviews dependent on blogging. The purpose of this study is to explore the factors affecting customer attitude toward blogs; to examine the influence of perceived usefulness and perceived trust on customer attitude toward blogs and purchase intention; to understand the impact of reputation, sponsorship disclosure, and brand awareness on perceived usefulness and perceived trust; and to analyze the relationship between customer attitude toward blogs and purchase intention. Based on technology acceptance theory, a model was proposed in this paper. A survey including 330 college students as participants were analyzed in the empirical study. Data are examined with structural equation modelling technique using Smart PLS 2.0. Discoveries of the present investigation have noteworthy ramifications for advertisers and associations.

Suggested Citation

  • Ruhi Sethi & Deepa Kapoor, 2021. "Influencer Review Effect on Customer Purchase Intention: An Extension of TAM," International Journal of E-Business Research (IJEBR), IGI Global, vol. 17(1), pages 1-15, January.
    • Handle: RePEc:igg:jebr00:v:17:y:2021:i:1:p:1-15
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