Blog Intention Based on Fashion Involvement and Trust

Abstract

The perception of the value of a blog positively influences the intention to revisit a blog and adopt its ideas. Few studies have attempted to elucidate readers' behavior by examining the effect of trust and the involvement of fashion on the revisiting and adoption of fashion blogs. Trust and fashion involvement are new factors that influence the decision of young readers to revisit fashion blogs and adopt the recommendations of bloggers. Data were collected using an online survey distributed through the Tpaobj blog. In this study, 363 questionnaires were conducted and completed. The results partially support the model and hypotheses proposed in this study, and indicate that fashion involvement affects only the intention of a reader to revisit the blog, but not the intention to adopt its viewpoint. Furthermore, the results reveal that trust in a blog is positively related to the likelihood of readers revisiting a blog and adopting its viewpoint. In this paper, the implications of the findings and suggestions for future research are discussed.

The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

“…The results of the study enrich the literature on the role of fashion blogs in consumers' decision-making processes (Cheng and Fang, 2015; Vineyard, 2014; McQuarrie et al ., 2012) by proposing a joint analysis of some significant dimensions that can influence an individual's engagement with a blog and their behaviour.…”

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

“…This generation, commonly referred to as Millennials (Colucci and Cho, 2014;O'Connor, 2016), present a series of characteristics that are fully transforming the fashion marketplace (Pate and Adams, 2013). They are a global generation formed by demanding consumers (Pate and Adams, 2013), who want instant gratification and who are constantly seeking purchasing information (Goldsmith and Horowitz, 2006), trying to keep up with the latest fashions (Cheng and Fang, 2015). They also have a strong sense of autonomy, wanting to decide by themselves and choose what to buy independently (O'Reilly and Marx, 2011), but at the same time, they are perfect team-players (Pate and Adams, 2013) who rely on the opinions of other consumers during their purchasing process (Liljander et al, 2015).…”

“…When consumers access fashion blogs they normally do it trying to find reliable information about products and brands from a credible source (Magno, 2017). They seek advice, verification, inspiration and fashion guidance they cannot get from other sources (Cheng and Fang, 2015;. The second main motivation is entertainment seeking (Courtois et al, 2009;Harridge-March et al, 2010;Huang et al, 2008), because when they visit a blog sometimes they just do it in terms of the experience itself (Harridge-March et al, 2010), looking for fun, amusement and enjoyment (Colucci and Cho, 2014;Magno, 2017).…”

Fashion bloggers: communication tools for the fashion industry

“…This generation, commonly referred to as Millennials (Colucci and Cho, 2014;O'Connor, 2016), present a series of characteristics that are fully transforming the fashion marketplace (Pate and Adams, 2013). They are a global generation formed by demanding consumers (Pate and Adams, 2013), who want instant gratification and who are constantly seeking purchasing information (Goldsmith and Horowitz, 2006), trying to keep up with the latest fashions (Cheng and Fang, 2015). They also have a strong sense of autonomy, wanting to decide by themselves and choose what to buy independently (O'Reilly and Marx, 2011), but at the same time, they are perfect team-players (Pate and Adams, 2013) who rely on the opinions of other consumers during their purchasing process (Liljander et al, 2015).…”

“…When consumers access fashion blogs they normally do it trying to find reliable information about products and brands from a credible source (Magno, 2017). They seek advice, verification, inspiration and fashion guidance they cannot get from other sources (Cheng and Fang, 2015;McQuarrie et al, 2013). The second main motivation is entertainment seeking (Courtois et al, 2009;Harridge-March et al, 2010;Huang et al, 2008), because when they visit a blog sometimes they just do it in terms of the experience itself (Harridge-March et al, 2010), looking for fun, amusement and enjoyment (Colucci and Cho, 2014;Magno, 2017).…”