Investigating the Impact of Trust on Parent-Child Blogger Recommendation:Moderating Effects of Individual Involvement and Blogger Commercialization

• Main Authors: Wu Ting-Hsuan, 吳亭萱
• Other Authors: TSENG, SHUN-YAO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/69u3y9

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 107 === Blogs have become an important tool for interpersonal interaction in contemporary society. This paper studies how parents adopt the recommendations and ideas of bloggers, and the effects of blogger commercialization in adopting process. Integrating the trust and technology acceptance model (TAM), This article investigates the impact of trust on parent-child blogger recommendation and the moderating effects of individual involvement and blogger commercialization. A total of 373 valid questionnaires are collected. hierarchical regression analysis is applied to examine the path effects in the conceptual model. The results find that: (1) Bloggers’ ability, benevolence and integrity have significant and positive effects on the reader's trust in the parent-child bloggers. The “ability” is the strongest affecting factor on the reader's trust. (2) Reader's trust significantly and positively affects both perceived usefulness and perceived enjoyment, which in turn positively influences the purchase intention of the products from parent-child blogger recommendation. (3) Blogger commercialization positively moderates the effect of trust on perceived usefulness. (4) Personal involvement positively moderates the effect of trust on perceived usefulness. The practical implications for parent-child bloggers are proposed.