| As the typical Web2.0 website, the emergence of blog has started a media reform tide. Because the blog has the advantages of personalized, interactive, sharing, and openness, it will soon be everyone's favorite, and the blog shows its commercial value gradually. Base on the blog wave, this paper focuses on analyzing the relation between the blog and factors affecting intentions to purchase, studying the purchasing behavior of consumers, and giving suggestions to company on the use of the blog. Based on the consumer behavior theory, the blog reviews, and the researches were given which reflect the factors of purchase, we find the proposed model and the assumptions on the basis of TAM model which found by Davis. This paper analyzes the bloger's popularity, the quality of the blog's article and the interaction of bloger and fans how to affect the intentions to purchase.After a mass of interview and questionnaire surveys through the major on campus students, we get 310 valid surveys. Using structural equation model (SEM) analysis and SPSS 16.0 and AMOS6.0, the hypothesis was proved, the effect of each factor on the purchase and the interrelation of factors were revealed. We gain some useful conclusions as follow:1.The bloger's popularity positively affects the consumers trust, that is, the more bloger's popularity, the more consumers trust. And The bloger's popularity negatively affects the consumers risk.2. There is remarkable positive correlativity among the quality of the blog's article and consumers perceived benefits, consumers trust.3. The interaction of bloger and fans positively affects the consumers perceived benefits, and negative affects the consumers perceive risk.4. The consumers perceived benefits positively affect the consumers trust.5. The consumers perceive risk negatively affects the consumers trust. We can enhance the consumers trust through reducing the consumers perceive risk.6. There is remarkable negative correlativity among perceived risk and purchase likelihood, that is the more consumers perceive risk, the less likely they are to buy.7. There is positive correlativity among perceived benefits and purchase likelihood, that is the more consumers perceive benefits, the more likely they are to buy.8. The consumers trust positively affect the consumers purchase likelihood.At the end of this paper, several recommendations have been put out for practical management. Suggesting how to use blog for the development of company. |
