The Effect of Fashion e-Blogs on Women’s Intention to Use

  • Pantea ForoudiEmail author
  • Alireza Nazarian
  • Ulfat Aziz
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


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.


Fashion e-Blog Technology availability Perceived usefulness Perceived ease of use Intention of use 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Middlesex University LondonLondonUK
  2. 2.University of RoehamptonLondonUK
  3. 3.University of West LondonLondonUK

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