The Effect of Fashion e-Blogs on Women’s Intention to Use
The aim of this study is to identify (1) the key elements and consequences of fashion e-blogs and (2) what effects fashion e-blogs have on women’s intention to use them. There is a large body of research in domains ranging from e-blogs, perceived ease of use, perceived usefulness and intention to use. The significance of this research is that even though the social media, e-WOM and e-blogs are becoming normal ways to communicate, the effects and influence of them on businesses are limited. Data were gathered from women who interacted in five e-blogs. This chapter contributes to the growing literature on e-blog brands. This study samples a significant segment of fashion blogging consumers. Key implications for managers and researchers are highlighted.
KeywordsFashion e-Blog Technology availability Perceived usefulness Perceived ease of use Intention of use
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