Blogs And Their Impact On Purchase Intention: A Structural Equation Modelling Approach

Abstract

Purpose of this study is to investigate the utility of blogs for consumers in getting information about electronic products before purchasing them. This is an empirical study based on consumers, who often use blogs for getting information about electronic products before shopping. Survey data were collected from MBA student of management colleges situated in Delhi and the national capital region (NCR), India. The study explores the impact of consumer intention to use blogs for getting information and their relative role in purchase decision of electronic products. Structural equation modelling approach is used to test the reliability of the measurement instrument and to test the proposed model. The findings of the study give a new model describing the impact of different variables on intention to use blog for getting information about electronic products and its impact on purchase intention of the consumers. Blogs have emerged as a new internet based communication tool for companies. Blogs are listed on World wide web giving information about products; especially in electronics and consumer durable sector. This study explores the power of blogs in the hands of customers to get the desired information of the products they want to purchase. This study also comes out with a new approach which can help businesses designing their promotional campaigns using blogs.