Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Currently: Marketing i Zarządzanie
Oddziaływanie rekomendacji blogerów na zamiar dokonania zakupów w internecie u młodych dorosłych
(The Effects of Blogger Recommendations on Young Adults’ Online Purchase Intention)
DOI: 10.18276/pzfm.2015.39-09
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| ISSN: | 1509-0507 |
| eISSN: | 2353-2874 |
| Authors: |
Małgorzata
Budzanowska-Drzewiecka
Uniwersytet Jagielloński w Krakowie |
| Keywords: | purchase internet recommendation young adults eWOM blogs |
| Issue / book publication date: | 2015 |
| Page range: | 12 (109-120) |
| OAI-PMH: | Metadata |
 
| |
Abstract
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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