The effect of blog contents on online purchase intention and a research

Authors : Zübeyir ÇELİK, Aypar USLU

Pages : 134-150

View : 53 | Download : 40

Publication Date : 2023-06-23

Article Type : Research Paper

Abstract :Using the integrated framework of the technology acceptance model, flow theory, and theory of reasoned action, this current study examines the effect of blog-based content on consumers\` online purchase intention. It was aimed to collect data from the blog readers, the target population of the research, by snowball sampling method. A blog-based text-to-speech scenario was developed for a technological product that has different technical features and therefore requires the consumer to search for more information. Data were collected from 232 participants through the online survey designed based on this scenario. As a result of the statistical analysis, it is seen that perceived ease of use has an effect on reading blog-based content. Reading blog-based content has effects on both flow experience dimensions insert ignore into journalissuearticles values(sense of control, time distortion, focused attention, intrinsic interest, curiosity, and autotelic experience); and perceived usefulness. In contrast, perceived usefulness and flow experience dimensions reciprocally affect each other. In addition, both perceived usefulness and flow experience dimensions affect attitude. As a result, attitude affects purchase intention. The study provides both theoretical and practical implications and directions for future research.
Keywords : Blog\`lar, Akış Teorisi, Online Satın Alma Niyeti, Teknoloji Kabul Modeli, Gerekçeli Eylem Teorisi