The effect of bloggers recommendation on Thai's consumer cosmetic purchase intention.

Abstract

Blog has become part of a consumer's decision making process. However, the understanding of blog recommendation's effect on consumer purchase intention is still vague. The purpose of this study is to examine whether the blog reader's trusting belief in the blogger is significant in relation to the perceived usefulness of the blogger's recommendations; and how the blog reader's perceptions influence customer attitude and purchasing behaviour. Blog reader perceptions are derived and tested on a sample. This study aimed to collect and analyze data by the face-to-face interview. A interview is involving 20 blog readers as participants was analyzed by content analysis to investigate coding and identifying themes or patterns the usefulness of bloggers’ recommendations on cosmetic’s customer purchase intention in Thailand. The results indicated that perceived usefulness of bloggers’ recommendations and credibility of bloggers had significant influential effect on consumers' attitudes, behaviours and intention to buy. From this study can be helpful to cosmetic company to develop their effective marketing program and strategies to influence consumer’s intention.

KEY WORDS: Bloggers/ Blog readers/ Purchase intention/ Trust/ Recommendations