Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.39-09
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 866 PZFiM nr 39
Oddziaływanie rekomendacji blogerów na zamiar dokonania zakupów w internecie u młodych dorosłych
(The Effects of Blogger Recommendations on Young Adults’ Online Purchase Intention)

Authors: Małgorzata Budzanowska-Drzewiecka
Uniwersytet Jagielloński w Krakowie
Keywords: purchase internet recommendation young adults eWOM blogs
Data publikacji całości:2015
Page range:12 (109-120)
Cited-by (Crossref) ?:


The paper contains the results of own research relating to the use of blogger recommendations when making purchasing decisions by people aged 15–25. A survey involving 299 students as participants is analyzed. The results show that the use of blogger recommendations depends on the involvement of the readers in reading a blog. Moreover, it is determined that the perception of the usefulness of bloggers’ recommendations influences the attitude towards shopping online.
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