Bouhlel, Olfa, Mzoughi, Nabil, Skander Ghachem, Mohamed & Negra, Anissa, 2010, 'Online Purchase Intention', International Journal

of e-Business Management, vol. 4, no. 2, pp. 37-51. DOI 10.3316/IJEBM0402037. This is a peer-reviewed article.

Online Purchase Intention
Understanding the Blogosphere Effect
Olfa Bouhlel
UNIVERSITY OF SOUSSE

Nabil Mzoughi
UNIVERSITY OF SOUSSE

Mohamed Skander Ghachem
UNIVERSITY OF SOUSSE

Anissa Negra
UNIVERSITY OF SOUSSE

ABSTRACT
This study examines consumers’ attitude toward the blog and the effect of the blog on the purchase intention. The research model developed by the authors on the basis of previous research can be used as a reference schema for predicting future choices of bloggers. It integrates perceptual variables such as the credibility, the interactivity, the ease of use, the usefulness, the attitude toward the blog, and the purchase intention. Using the model, the study surveyed 245 Internet users. The results show that the credibility, the usefulness and the ease of use of the blog generate a positive attitude toward the blog. The attitude toward the blog had a positive impact on the purchase intention. The findings provide some answers to marketers about the blog phenomenon and the behaviour of consumers in this context. They will help managers to understand the consumer assessment process in this particular field of the web. Keywords: Attitude toward the blog, perceived credibility, perceived interactivity, perceived ease of use, perceived usefulness.

Weblogs or blogs belong to the new generation of Web 2.0 technology (Fieseler et al., 2010; Ng & Matanda, 2009; Youngs, 2009; Wyld, 2008). It is a way of sharing a private diary with other people over the Internet using different online multimedia (Lu & Hsiao, 2009; Ng & Matanda, 2009; Leight, 2008; Leu et al., 2007; Furukawa et al., 2007). The content is frequently updated with posts displayed in chronological order (Lu & Hsiao, 2009; Gunter, 2009; Wyld, 2008, Thelwall & Hasler, 2007; Pacquet, 2007; Herring et al., 2004). According to Ng and Matanda (2009), blogs allow direct and spontaneous interaction between the blogosphere members (bloggers and readers). It is an easy, simple and fast way to create web pages (Lu & Hsiao, 2009; Wyld, 2008; Demopoulos, 2007), making it a more popular online advertising and retail platform in comparison to websites (Ng & Matanda, 2009; Hsu & Lin, 2008; Albert, 2007). Blogs have become a powerful online communication tool that enables brands to promote products and services (Duke, 2009; Wyld, 2008; Ng & Matanda, 2008; Zhang & Han, 2007; Du & Wagner, 2006; Lei & Wang, 2005). Getting brands visible on blogs is an increasingly interesting way not only to improve attitudes, but also to better reach potential buyers (Wyld, 2008; Zhang & Han, 2007). Only few studies have investigated blogs, the antecedent of the attitude toward them, and their impact on purchase intention. The attitude of consumers toward blogs and their use in brands’ strategies have received little attention.

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1993). (3) the conative dimension is related to actions. Perceived Interactivity Newhagen et al. 2008). the attitude toward a website is the predisposition to respond in a favourable or unfavourable way in a particular situation. The second is associated to his perception of the responsiveness of the website to his actions. It concerns also a psychological tendency that expresses itself by the assessment of a specific entity. It is the assessment of a website on the bases of three types of information: cognitive. the perceived usefulness. and where is he going?). . 1987).. the use of hypertexts. the higher he tends to rate it in terms of credibility (Sweester et al. according to a certain degree of favour or disfavour (Eagly & Chaiken. The first refers to the perceived control of the web user over his navigation (where is he. Hocque & Lohse. the interactivity. and the ease of use on the users’ attitude toward the blogs and the effect of the latter on the purchase intention. 2003. Several researches have investigated individuals’ attitudes and behaviours toward shopping and non-shopping websites (Boulaire & Ballofet. The study emphasises the importance of using the blog as an advertising and communication tool. It is the predisposition to make a purchase expressed by a purchase intention (Vernette. 1999). Wu (1999) labelled these two components ‘navigation’ and ‘responsiveness’. 2007). The more a person is familiar with a particular medium. 1951). 2007). 2010 This research proposes a conceptual model to understand the impact of blogs on consumers’ behaviour.. they can use this information in their e-marketing strategies. The findings provide some answers to marketers about the blog phenomenon and the behaviour of consumers in this context. 2008. affective and behavioural (Wu. Zhang & Han..’s (1995) conceptualisation of perceived interactivity encompasses two dimensions: (1) internally based self-efficacy and (2) externally based system efficacy. Breckler (1984) identified three components of the attitude: (1) the cognitive dimension refers to the individual’s beliefs toward an object. 2. no. These judgments are intrinsically subjective and personal. 2008). The credibility of the source of information is crucial for Internet users (Tseng & Fogg. CONCEPTUAL FRAMEWORK Attitude Toward the Blog Attitude refers to the positive or negative orientation of the consumer toward a product or brand (Assael. It investigates the impact of the perceived credibility. (2) the affective dimension refers to the feelings and emotions generated by a stimulus. Second.. Zhang & Han. It provides a space for readers’ reactions and allows them to deliver their comments (Ducate & Lomika. The interactivity of a blog implies. Results can help managers to understand the consumer assessment process in this particular field of the web. which are links to related websites (Ducate & Lomika. 2008.38 | International Journal of e-Business Management. vol. According to Chen and Wells (1999). 2008). an interactive blog implies expressing ideas and communicating with other blogosphere members (Sweester et al. first. 1999): 12 to 23 percent of them find blogs credible (Sweester et al. It is the evaluative aspect of the beliefs. 4. 1999). 1999. Perceived Credibility Perceived credibility is the trust dimension that affects positively or negatively the acceptance of a message (Corritore et al. 1998). Hovland & Weiss.

Chen et al. 2008. 67). 2001). 1996). 2005. 2004. H1: The perceived credibility has a positive effect on the attitude toward the blog. His perception of the information coming from the market and the social environment guides his decision (Gurviez. The attitude depends on the credibility and the level of entertainment perceived on the site (Brackett & Carr.'Online Purchase Intention' | 39 Perceived Ease of Use Perceived ease of use is the perception of the effort made by the individual when using a system (Venkatesh & Davis. probably more. Mohamed Skander Ghachem & Anissa Negra. Hsu and Lin (2008) define perceived usefulness as ‘the degree to which a person believed that using a blog enhanced his or her performance’ (p. People interact. 1980).. HYPOTHESES AND RESEARCH MODEL Perceived Credibility and Attitude Toward the Blog Credible blogs are prominent determinants of consumers’ beliefs (Buzzlogic. The credibility has instantaneous and deferred effects on the consumers’ attitude and behaviour (Ohanian. Perceived Usefulness This concept is a theoretical substitute to the relative advantage proposed in the adoption theory (Limayem & Frini. purchase. 1999). In this research. Online Purchase Intention Behavioural intention reflects the individual’s likelihood of engaging in the behaviour of interest. 1998). accessing to extra information. the perceived ease of use is the motivational aspect inherent to the interaction between the user and the computer. etc. 2008. It measures how hard an individual is willing to take a specific action (Ajzen & Fishbein. It can be defined as ‘the degree to which Internet users believe that the amount of effort needed to use a website is free or low’ (Rotchanakitumnuai. 67). H1b: The perceived credibility has a positive effect on the affective attitude toward the blog. 2008). 2002). p. 4).Olfa Bouhlel.. with technologies when they expect the use of a few cognitive efforts during the interaction (Adams et al. The individual considers the information in his data processing and wonders about the degree of credibility of its sources. 1992). p. .). Perceived ease of use of a blog is ‘the degree to which a user believes that the amount of effort needed to use a particular technology is free or low’ (Hsu & Lin. the concept indicates the advantages that the web surfer expects to obtain when using the blog: avoiding waste of time. H1a: The perceived credibility has a positive effect on the cognitive attitude toward the blog. and to different ideas about the products. The source credibility can generate a change of the customers’ attitude (Bhate. Drawing on the definition proposed by Davis (1989). According to Davis (1989). Nabil Mzoughi. Cohen. Online purchase intention refers to the strength of a consumer's intention to perform a specified purchasing behaviour over the Internet (Salisbury et al.. 2001). H1c: The perceived credibility has a positive effect on the conative attitude toward the blog. 1990). Other researchers argue that website ease of use measures the effort made by the visitor on performing tasks (information search.

1997). Cho and Leckenby (1999) found that the user’s intention to interact with a website and the number of interactive aspects provided by this site (chat rooms and search engine) are positively associated with the attitude toward the site. more often. Perceived Usefulness and Attitude Toward the Blog Perceived usefulness refers to the advantages that the consumer perceives during his visit to a website (Au & Enderwick. videos. 2004. McMillan (2000) provided empirical support relating the perceived interactivity (virtual tours and online reservations systems) and the attitude toward the site. H2c: The navigation has a positive impact on the conative attitude toward the blog. the more favourable is the visitor’s attitude (Ng & Matanda. 2005. graphic and texts with which the users interact (Wu. 2009. 1995). 2000. (2003) found that the attitude toward the use of a website is strongly affected by the perceived usefulness. H3: The perceived usefulness of the blog positively influences the user’s attitude toward the blog. Moon & Kim. 2009. 2003. O’cass . some scholars stipulate that this relationship is not so obvious. 2009). 2009. H2: The perceived interactivity has a positive impact on the web surfer’s attitude toward the blog. Klopping & Mckinney. H2d: The responsiveness has a positive impact on the cognitive attitude toward to the blog. 2004. Shih.. 1997. H3c: The perceived usefulness of the blog positively influences the user’s conative attitude. As they allow twoway conversations between the blogosphere members. Elliot & Speck. ease of use has been found to have a major influence on the attitude toward websites (Lee. It positively influences the consumers’ behaviour. indirectly through the attitudes (Malhotra & McCort. Mathieson. 1989). 1992). Nevertheless. 2001). Elliot & speck. Shih. Consumers’ attitude toward a website are favourably strengthened by the perceived usefulness (Oh et al. either directly or. 2001). H2f: The responsiveness has a positive impact on the conative attitude toward the blog. H3a: The perceived usefulness of the blog positively influences the user’s cognitive attitude. Wu (1999) pointed out the existence of a positive relationship between the perceived interactivity and the attitude toward the site. 1991. H2b: The navigation has a positive impact on the affective attitude toward the blog. Liu et al. 4. and insignificantly affected by the ease of use. 2007). 2010 Perceived Interactivity and Attitude Toward the Blog The interaction with the media creates a flow between the transmitter and the receiver of the information (Steuer. 1999). 2004. Ease of Use and Attitude Toward the Blog The perceived complexity of technology is one of the most important issues explaining the non-adoption of Internet and computers (Katz. The more interactive a blog. Taylor & Todd. H2a: The navigation has a positive impact on the cognitive attitude toward the blog. Klopping & Mckinney. H2e: The responsiveness has a positive impact on the affective attitude toward the blog. blogs are considered to be more interactive than traditional websites (Demopoulos. 2004. no. Hsu and Lin (2008) expected that web surfers appreciating the advantages related to the use of a specific blog exhibit a favourable attitude. 2. On the other hand. H3b: The perceived usefulness of the blog positively influences the user’s affective attitude. Information system literature suggests that the ease of use has a direct impact on the attitude (Agarwal & Prasad. 2005.40 | International Journal of e-Business Management. Websites and blogs are multimedia products that contain audio. vol. Lee. Davis. O’cass & Fenech.

The relationship between the attitude toward a blog and H5b: The affective attitude toward the and blog Lin’s has a positive effect on the purchase the intention to use it was also supported in Hsu study (2008). demonstrated that the consumer’s attitude affects the intention to shop online (Lin et al.. 2003.... Moon & Kim. H5c: The conative attitude toward the blog1has a positive Figure : Research modeleffect on the purchase intention. The three-item Sundar’s scale (1998. Kim. Chen et al. Lee. The instrument that was used to assess perceived interactivity is Wu’s measure (1999). attitude toward the blog has a positive effect on the purchase intention. Perceived ease of use was measured using two items drawn from SITEQUAL Yoo and Donthu’s scale (2001). H5c: The conative attitude toward the blog has a positive effect on the purchase H5a: The cognitiveintention.’s (2002) research. perceived ease of use positively affects visitors’ attitude toward participating in a blog. They were selected according to their content validity. They were selected according to their content validity. 2002. 1999). H5: The attitude toward the blog has a positive effect on the purchase intention. Figure 1: Research Model Perceived credibility Perceived interactivity Perceived usefulness Perceived ease of use H2 H1 Attitude toward the blog H3 H5 Purchase intention H4 Methodology METHODOLOGY Measures Measures The measuring scales used in the questionnaire (Appendix 1) were drawn from the existing marketing literature. The Theory of Reasoned Action (TRA) proposed Ajzentoward and Fishbein (1980) Chen & Wells. demonstrated that consumer’s attitude affectseffect theon intention shop online (Lin et al. Li & Zhang. Mohamed Skander Ghachem & Anissa Negra. H4b: The perceived ease of use positively influences the affective attitude toward the blog. It is a ten-item scale. Chen & Wells.. their reliability as well as their operational feasibility. has received substantial empirical support in the online shopping context. Moon & intention. 2004. H5b: The affective attitude toward the blog has a positive effect on the purchase intention. All the items were measured using a five-point Likert 7 scale ranging from (1) ‘strongly disagree’ to (5) ‘strongly agree’. intention.. 2001). 2001. This relationship it was also supported in Hsu and Lin’s study (2008). Perceived usefulness was measured using a two-item scale adapted from Chen et al. their reliability as existing The measuring scales used in the questionnaire (Appendix 1) were drawn from the marketing literature. H4c: The perceived ease of use positively influences the conative attitude toward the blog.. 2002. . Moon & Kim. Nabil Mzoughi. 2002. 1999). 2004. 2002. According to Hsu and Lin (2008). 2002. et al. It has been H5: the The attitude toward the blog has a positive the purchaseto intention. Attitude Toward theMonsuwé Blog and Intention of Purchase Lee. Chen et al. 2010. Monsuwé et al. Li & the Zhang.Olfa Bouhlel. H4a: The perceived ease of use positively influences the cognitive attitude toward the blog.'Online Purchase Intention' | 41 & Fenech. Chen et on al. 1999. H4: The perceived ease of use positively influences the users’ attitude toward the blog. 2009. H5a: The cognitive attitude toward blog has a positive effect the purchase 2010. 2001. 2000) was used to measure perceived credibility. The relationship between by the attitude a blog and the intentionconfirmed to that individual’s use attitude has a positive impact on his behavioural intention. 2009.

1 88.9 4. 2. The online survey started on January 15 and ended on March 30. were requested to select the investigated weblog. It consists of fifteen items measuring the cognitive. The items of the perceived interactivity were reduced to two factors: navigation and responsiveness. 2010 Blog attitude was assessed using Wu’s (1999) scale. Procedure To assess the effect of the blog’s features on the attitude toward it and on the purchase intention. Several researches on the Internet.42 | International Journal of e-Business Management. It was composed of 130 women and 115 men. 2007 and permitted fast data collection. topics (Ducate & Lomicka.8 3. composed of five marketing university teachers. as well as others with no experience in blog purchasing. Attitude toward the blog is three-dimensional: cognitive. 4. PCA results show that perceived credibility. 2008).1 46.com was accordingly selected. In addition.5 0. The survey was proposed on a Tunisian forum www. ease of use.2 17. Ultimately.tw. Purchase intention was assessed using the three-item scale developed by MacKenzie et al. 245 bloggers participated in the study. . young and educated adults are the group that uses blogs the most.com in order to gain access to various online communities sharing interest in blog shopping. Psychometric Properties of the Scales Each measurement was subjected to principal component factor analysis. 2008).twnic. As outlined in Table 2. linear regression analyses were carried out.6 percent). Experts based their choice on design. within newspapers and specialised magazines were realised in order to make our choice. Table 1: Respondents Profile Characteristics Gender Female Male Under 20 20-30 30-40 More than 40 Table 1: Respondents profile Frequency 130 115 10 217 16 2 8 189 43 5 245 % 53 . perceived usefulness.5 2 100 Age Education High School College/University Master PhD Total Results A series of exploratory factor analyses (EFA) were first performed in order to purify the scales and to examine their dimensionality. vol. 2008). and purchase intention are one-dimensional. affective and conative. Internal consistency of measurements was then assessed using Cronbach’s alpha. 2007)..net.3 77. ease of use. In accordance with www. In order to validate the research hypotheses. affective and conative dimensions. A snowball sampling method was also used to invite more users. a quantitative research design was utilised. (1986).marhaba. most of them belonging to the 20-30 years old group (88. before answering a 39 item online questionnaire. layout (Ducate & Lomicka. The first step in the research methodology was to select the blog. Internet users are mainly in the range of 20-24 years old (Chiou et al.lebloggadget. Bloggers were invited to visit it for at least 15 minutes. A group of experts. and number of users (Dweyer. The sample included few respondents who had experience in blog shopping (only 3 percent). www. no. dealing with blogs frequently. Table 1 summarises the respondents’ profile. A notification was sent to respondents in order to invite them to participate to the study.6 6.

681 .721 . use1 e.920 .814 .725 .853 .867 α RESULTS A series of exploratory factor analyses (EFA) were first performed in order to purify the scales and to examine their dimensionality.865 .918 .871 10 Cred1 Cred2 Cred3 int1 in2 int3 int4 int5 int6 int9 e. Nabil Mzoughi.859 . Internal consistency of measurements was then assessed .881 .875 .865 .870 .808 .662 .888 .827 .615 . use2 Useful 1 Useful 2 PI1 PI2 PI3 Cronbach’s .773 .693 .732 .Olfa Bouhlel.873 .876 .767 .569 Aff Ca Perceived credibility Perceived Perceived Perceived Purchase interactivity ease of usefulness Intention use navig respo .838 .868 .'Online Purchase Intention' | 43 Table 2: Summary of the Factor Analyses with Oblimin Rotation and Reliability Items attib1 attib2 attib3 attib4 attib5 attib6 attib7 attib8 attib9 attib10 attib11 attib12 attib13 attib14 attib15 Blog attitude Co .790 . Mohamed Skander Ghachem & Anissa Negra.834 .821 .875 .707 .786 .890 .750 .667 .876 .926 .731 .

156. In order to validate the research hypotheses. The positive impact of the perceived ease of use on the No significant impact of navigation (βs = 0. p < 0.000*** . affective and conative. p > 0. p < 0.000 .0.256.05) and responsiveness (βs = As shown in Table 3.001).0.539.001) on the conative Regression results revealed that the perceived credibility and the navigation do not have 0.000*** -1.092 Perceived usefulness .05) and responsiveness (βs = 0. **p<0.05 Cognitive dimension βs t p Affective dimension βs t p Table 3: Regression Results on Predicting the Attitude Toward the Blog dimension of the attitude were not supported.001).0. all the other variables and dimensions meet the suggested minimum level for internal consistency of 0.44 | International Journal of e-Business Management. ease of use.121 Adjusted R² 26.129. p < 0. Antecedents of the Attitudinal Factors Results show that only the perceived usefulness (βs = 0.0.05). 2010 using Cronbach’s alpha.224 . Except for the perceived ease of use. and the perceived usefulness (βs = .318 -5. p < 0.129 2. p < 0. p > cognitive dimension of the attitude is not supported (βs = .103 Perceived . the affective dimension of the attitude toward the blog is significantly (βs = 0. *p<0.05). the perceived usefulness and the responsiveness. p < 0.001) and the perceived Antecedents of the Attitudinal Factors credibility (βs = 0. perceived usefulness.471.05).885 . and positively affected by the responsiveness (βs = 0.049. p < 0. vol. p < 0. and the perceived usefulness (βs = .000*** .001.092 Interactivity Responsiveness .001) significantly and positively influence the cognitive dimension of the attitude toward the blog.121. p < 0. p > 0. the perceived ease of ficant effects onimpact the affective dimension of attitude.000).01) and the perceived ease of use of the blog (βs = 0.736*** 19. Purchase Intention and Attitude Toward the Blog 11 . p < 0.156.127 . and positively affected by the responsiveness (βs = 0. Table 3: Regression Results on Predicting the Attitude Toward the Blog Conative dimension βs t p Perceived credibility .314 Navigation .857 .368. 4.273. p < 0. Resignificant effects on the affective dimension of attitude.001).0.443.0. p < 0. the perceived ease of use (βs = .062.507 . The items of the perceived interactivity were reduced to two factors: navigation and responsiveness.921. 2. sion the of the attitude toward the blog.000*** .000).635 .170 Perceived ease of use .001) on the conative dimension of the attitude were not supported.001) and the perceived credibility (βs = 0.062 . The reliability coefficients of the used measurements range from 0.0.314.443.273.129 . gression results revealed that the perceived credibility and the navigation do not have signiThe positive of the perceived credibility (βs = .664 .001). the affective dimension of the attitude toward the blog is significantly 0. PCA results show that perceived credibility.01) and the perceived ease of use of the blog (βs = 0.05).121.443 6. p > 0.539.70.368 6. the navigation (βs = .0.092.049.103 . No significant impact of navigation (βs = 0. the responsiveness (βs = The positive impact of the perceived credibility (βs = .024 . and purchase intention are one-dimensional.000*** .256. Attitude toward the blog is three-dimensional: cognitive.368.05).376 . the responsiveness (βs = .05).273 3.05).076 .031 .062.027* . p < 0.0. p < 0.092. p < 0. p < 0.635 .049 .471 8. p > 0.01. the perceived usefulness (βs = 0.05). As outlined in Table 2.050 .813 .0. The positive impact of the perceived ease of use on Results show that only the perceived usefulness (βs = 0. p < 0.064 1. 0. p > 0.471.313*** 32. Psychometric Properties of the Scales Each measurement was subjected to principal component factor analysis. p < 0.000*** . p < 0.041* -2.707 -1.450*** Antecedents ***p<0. the perceived usefulness As shown in Table 3.129.0. linear regression analyses were carried out. no.156 3.662 to 0. use (βs = . the navigation (βs = .003** .05) on the cognitive dimension is noticed.539 12. p < 0.392 .314.05) on the cognitive dimension is noticed.001) significantly and positively influence the cognitive dimencognitive dimension of the attitude is not supported (βs = .

(2009) and Malhotra and McCort (2001). shown in Table 4. themore more he the hasto make a purchase. 2002). 2008. blog-hosting service providers should develop tools that require minimum effort in order to influence positively visitors’ beliefs. teractivity on the attitude toward the blog was rejected. the more the visitor dimensions of the has blog attitude. the positive effect of the perceived the assessment of the perceived interactivity through the adaptation of a scale initially deinteractivity on theveloped attitude toward the blog was rejected. Nabil Mzoughi.000*** -.001 . According to Hsu and Lin (2008). the more they appreciated it. the perceived credibility positively affects the attitude toward the blog (Buzzlogic. This result can be explained through Contrary to Ng and Matanda’s thoughts (2009). 12 Additionally. the positive effect of the perceived inblogs’ credibility (Ba & Pavlou. developed to measure of shopping websites. 2008). interact and participate in blogs conversations. Nevertheless.000*** -. Brand’s futures depend . Cohen. ility. only the cognitive dimension of the attitude positively influenced the intention to purchase products and brands displayed in the blog. As expected. 2009). the findings show that this effect is only supported for the cognitive and the 2008). Mohamed Skander Ghachem & Anissa Negra. This result can be explained to measure the interactivity of shopping websites. Online shoppers’ comments about their past purchase is an effective tool to enhance positive buzz as well as by relating the links to reputable and credible experience websites. H5a is supported. However. Accordpositive thoughts about the is blog and the isvisitor inclined positive thoughts about the blog andMatanda the more he is inclined to make a purchase. to can be enhanced through ing to Ng and (2009). the postulation that the perceived credibility positively affects the attitude toward the blog (Buzzlogic.346 . Cohen. Confirming the postulation that the perceived usefulness andperceived the perceived ease of use. a favourable a blog the can links be enhanced throughand a credible websites. 2008.264 -4. p<0. The more the bloggers found it convenient and useful.001).760 .001). Blogs allow visitors beperceived more interactive than traditional websites to be the partinteractivity of the discussion. the ease of use of the blog was found to explain the favourable attitude toward the blog. The more the blog is credible.423 t 6.213 -3. the usefulness andConfirming the perceived ease of use.423. H5a is supported. the findings show that this effect is only supported for the cognitive and the conative conative dimensions of the blog attitude. are The findings support the hypothesis testing the impact of the perceived usefulness on the attitude toward the blog proposed by Oh et al. Table 4: Regression Results on Predicting the Purchase Intention Table 4: Regression Results on Predicting the Purchase Intention Purchase Purchase intention βs Cognitive Blog attitude Affective Conative ***p <0. tention (βs = 0. the attitude toward blog had a positive intention (βs = 0. a scale initially 2007). H5b and H5c are thus not that the cognitive dimension of the attitude had a positive impact on bloggers’ purchase insupported. 2002). The affective and the conative dimensions of the attitude had a negative effect on purchase intention.through Nevertheless. shoppers’ comments about their past purchase experience is an effective tool to enhance Contrary to Ng and Matanda’s thoughts (2009). the attitude toward the blog had a positive effect on the bloggers’ intention to buy the products and the brands that were discussed in the blog.'Online Purchase Intention' | 45 As shown in Table 4.Olfa Bouhlel. blogs are considered the assessment ofto the interactivity through the adaptation of (Demopoulos. Online blogs’ credibility (Ba & Pavlou.423. a favourable attitude According toward a blog a positive buzz as attitude well astoward by relating to reputable (Ng & Matanda. H5b and H5c are thus not supported. The more the blog credible.001*** Discussion DISCUSSION Data indicate that toward the the blog is determined through the perceived credibData indicate that the attitude toward the the blogattitude is determined through perceived credibility. Measures show of the attitude had a negative effect on purchase intention. the bloggers with favourable blog attitude showed a predisposition to make real purchases.932 p . Measures show and Toward the Blog that the cognitive Purchase dimension ofIntention the attitude had a Attitude positive impact on bloggers’ purchase As p<0. The affective andthe the conative dimensions effect on the bloggers’ intention to buy the products and the brands that were discussed in the blog.

the ease of use. . . . 2. For instance. 2005).I think that this blog is amusing. 4. they have to make sure not to publish false information or rumours that can damage the credibility of the blog and have lately negative consequences on their turnover. 1999) . managers might improve the usefulness of their blogs and take special care of the content they display. .I would use the email or the online-form to contact the company.I think that this blog is intelligent. The attitude toward the blog had a positive impact on the purchase intention. 2005.46 | International Journal of e-Business Management.I would recommend this site to my friends.I think that this blog is appealing. The concepts were assessed through the adaptation of scales initially constructed for websites. CONCLUSION This study emphasises the importance of examining consumers’ attitudes toward the blogs and its effect on the purchase intention. Culture. . .I think that this blog is trustworthy.I think that this blog is honest. Practitioners begin using blogs to inform about the latest news on brands.I think that this blog is credible. APPENDIX 1 Measure of the attitude toward the blog (Wu. The results show that the credibility. . vol.I think that this blog is stimulating. This study allows them to use this emerging tool in a more strategic way. ACKNOWLEDGEMENT The authors would like to thank Kaouther Ben Nejma for her precious help in administering the questionnaire. This study has some inherent limitations. . . and the purchase intention.I would revisit this blog when I will need information about products. but excluded factors such as the content and the design of the investigated blog. . .I would add it to my favourite sites.I think that this blog is interesting. the usefulness and the ease of use of the blog generate a positive attitude toward the blog. . the interactivity. The subjects were Tunisian blog users.I think that this blog is agreeable. It would be interesting to study their direct and indirect effect on the purchase intention. Data were collected using a survey involving 245 Internet users.I think that this blog is attractive. the usefulness. It can be used in the improvement of the content of blogs and reach a favourable attitude toward the blog. Lei & Wang. 2010 on the fact that consumers control a part of the blog conversations by expressing their beliefs and opinions (Cohen. the attitude toward the blog. no. values and purchase behaviour may differ among countries. . . It integrates perceptual variables such as the credibility. The research model explains the purchase intention from a blogosphere perspective. The research model can be used as a reference schema for predicting future choices of bloggers.

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e-commerce and e-tourism. e-marketing. 2. Nabil Mzoughi. His research focuses on Supply Chain Management and e-management.fr Mohamed Skander Ghachem is a teaching assistant of management at the Higher Institute of Finance and Taxes of Sousse. (2007). & Han. Her main research line is the relationship between marketing and online consumer behaviour. has presented at several national and international conferences and published in various journals such as Journal of Internet Business. Journal of Customer Behaviour. Email: teachershello@yahoo. He was manager at the second textile company of Tunisia. Mohamed Skander Ghachem & Anissa Negra. He is a member of the Research Unit MaPReCoB.Olfa Bouhlel. Discussion on the influence of web blog on organization and individual. She has published in various journals such as Journal of Internet Business and Journal of Customer Behavior. University of Sousse (Tunisia). 4051 Sousse Tunisia Tel: +216 73 332976. She has published in Journal of Internet Business. She participated in international conferences of several associations: International Business Information Management Association. E-mail: anissanegra@yahoo. He is in charge of several PhD projects developed around the topics of banking.'Online Purchase Intention' | 51 Zhang. Tunisia.fr Olfa Bouhlel is teaching assistant of marketing at the University of Sousse and member of the research unit MaPReCoB. Khezama-Est. ABOUT THE AUTHORS Nabil Mzoughi is Professor of marketing and director of the research unit MaPReCoB at the Higher Institute of Management. Journal of Customer Behavior and Innovative Marketing Journal. His researches on consumer behaviour and online consumer behaviour. Her current areas of interest include online procrastination. Some of his research has been presented at international conferences to managerial and academic audiences and has been published in international journals such as Journal of Global Information Technology Management. Asian Social Science.fr . and The International Group of E-systems Research and Applications.fr Anissa Negra is a teaching assistant of marketing at the University of Sousse and member of the research unit MaPReCoB. E-mail: skanderghachem@yahoo. online consumer behaviour. Y. Nabil Mzoughi BP 37. Y. Journal of Global Information Technology Management and Innovative Marketing. e-banking and e-commerce. E-mail: olfabouhlel2002@yahoo. 3.

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