This document examines how blogs influence consumers' purchase intentions. It proposes a conceptual model relating perceived blog credibility, interactivity, usefulness, and ease of use to consumers' attitudes toward blogs, and how attitude then impacts purchase intention. The model was tested via a survey of 245 internet users. Results found perceived credibility, usefulness and ease of use positively influenced attitude toward blogs, and attitude positively impacted purchase intention. The findings provide marketers insights into how blogs can be used as an advertising and communication tool to influence consumers.

1. 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
usedasareferenceschemaforpredictingfuturechoicesofbloggers.Itintegratesperceptualvariables
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.
© RMIT Publishing, http://www.rmitpublishing.com.au/ijebm.html
Bouhlel,Olfa,Mzoughi,Nabil,SkanderGhachem,Mohamed&Negra,Anissa,2010,'OnlinePurchaseIntention',InternationalJournalofe-BusinessManagement,vol.4,no.2,pp.37-51.DOI10.3316/IJEBM0402037.Thisisapeer-reviewedarticle.

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

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

4. 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, 1992). Websites and blogs are multimedia products that contain
audio, videos, graphic and texts with which the users interact (Wu, 1999).
Wu (1999) pointed out the existence of a positive relationship between the perceived
interactivity and the attitude toward the site. 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. McMillan (2000) provided empirical support relating the perceived interactivity (virtual
tours and online reservations systems) and the attitude toward the site. As they allow two-
way conversations between the blogosphere members, blogs are considered to be more inter-
active than traditional websites (Demopoulos, 2007). The more interactive a blog, the more
favourable is the visitor’s attitude (Ng & Matanda, 2009).
H2: The perceived interactivity has a positive impact on the web surfer’s attitude toward the
blog.
H2a: The navigation has a positive impact on the cognitive attitude toward the blog.
H2b: The navigation has a positive impact on the affective attitude toward the blog.
H2c: The navigation has a positive impact on the conative attitude toward the blog.
H2d: The responsiveness has a positive impact on the cognitive attitude toward to the
blog.
H2e: The responsiveness has a positive impact on the affective attitude toward the blog.
H2f: The responsiveness has a positive impact on the conative attitude toward the blog.
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, 2000; Davis, 1989). It positively influences the consumers’
behaviour, either directly or, more often, indirectly through the attitudes (Malhotra &
McCort, 2001). Consumers’ attitude toward a website are favourably strengthened by the
perceived usefulness (Oh et al., 2009; Lee, 2009, Elliot & speck, 2005; Klopping &
Mckinney, 2004; Shih, 2004; O’cass & Fenech, 2003; Moon & Kim, 2001). Hsu and Lin
(2008) expected that web surfers appreciating the advantages related to the use of a specific
blog exhibit a favourable attitude.
H3: The perceived usefulness of the blog positively influences the user’s attitude toward the
blog.
H3a: The perceived usefulness of the blog positively influences the user’s cognitive attitude.
H3b: The perceived usefulness of the blog positively influences the user’s affective attitude.
H3c: The perceived usefulness of the blog positively influences the user’s conative attitude.
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, 1997). Information system literature suggests
that the ease of use has a direct impact on the attitude (Agarwal & Prasad, 1997; Mathieson,
1991; Taylor & Todd, 1995). Nevertheless, some scholars stipulate that this relationship is
not so obvious. Liu et al. (2003) found that the attitude toward the use of a website is strongly
affected by the perceived usefulness, and insignificantly affected by the ease of use. On the
other hand, ease of use has been found to have a major influence on the attitude toward
websites (Lee, 2009; Elliot & Speck, 2005; Klopping & Mckinney, 2004; Shih, 2004; O’cass
40 | International Journal of e-Business Management, vol. 4, no. 2, 2010

5. & Fenech, 2003; Chen et al., 2002; Moon & Kim, 2001). According to Hsu and Lin (2008),
perceived ease of use positively affects visitors’ attitude toward participating in a blog.
H4: The perceived ease of use positively influences the users’ attitude toward the blog.
H4a: The perceived ease of use positively influences the cognitive attitude toward the blog.
H4b: The perceived ease of use positively influences the affective attitude toward the blog.
H4c: The perceived ease of use positively influences the conative attitude toward the blog.
Attitude Toward the Blog and Intention of Purchase
The Theory of Reasoned Action (TRA) proposed by Ajzen and Fishbein (1980) confirmed
that individual’s attitude has a positive impact on his behavioural intention. This relationship
has received substantial empirical support in the online shopping context. It has been
demonstrated that the consumer’s attitude affects the intention to shop online (Lin et al.,
2010; Lee, 2009; Monsuwé et al., 2004; Li & Zhang, 2002; Chen et al., 2002; Moon &
Kim, 2001; Chen & Wells, 1999). The relationship between the attitude toward a blog and
the intention to use it was also supported in Hsu and Lin’s study (2008).
H5: The attitude toward the blog has a positive effect on the purchase intention.
H5a: The cognitive attitude toward the blog has a positive effect on the purchase intention.
H5b: The affective attitude toward the blog has a positive effect on the purchase intention.
H5c: The conative attitude toward the blog has a positive effect on the purchase intention.
Figure 1: Research Model
7
demonstrated that the consumer’s attitude affects the intention to shop online (Lin et al., 2010;
Lee, 2009; Monsuwé et al., 2004; Li & Zhang, 2002; Chen et al., 2002; Moon & Kim, 2001;
Chen & Wells, 1999). The relationship between the attitude toward a blog and the intention to
use it was also supported in Hsu and Lin’s study (2008).
H5: The attitude toward the blog has a positive effect on the purchase intention.
H5a: The cognitive attitude toward the blog has a positive effect on the purchase
intention.
H5b: The affective attitude toward the blog has a positive effect on the purchase
intention.
H5c: The conative attitude toward the blog has a positive effect on the purchase
intention.
Figure 1: Research model
Methodology
Measures
The measuring scales used in the questionnaire (Appendix 1) were drawn from the existing
marketing literature. They were selected according to their content validity, their reliability as
H3
Purchase
intention
H5Attitude
toward the
blog
H1
H4
Perceived
interactivity
H2
Perceived ease of
use
Perceived
credibility
Perceived
usefulness
METHODOLOGY
Measures
The measuring scales used in the questionnaire (Appendix 1) were drawn from the existing
marketing literature. They were selected according to their content validity, their reliability
as well as their operational feasibility. All the items were measured using a five-point Likert
scale ranging from (1) ‘strongly disagree’ to (5) ‘strongly agree’.
The three-item Sundar’s scale (1998; 1999; 2000) was used to measure perceived credib-
ility. The instrument that was used to assess perceived interactivity is Wu’s measure (1999).
It is a ten-item scale. Perceived ease of use was measured using two items drawn from
SITEQUAL Yoo and Donthu’s scale (2001). Perceived usefulness was measured using a
two-item scale adapted from Chen et al.’s (2002) research.
Olfa Bouhlel, Nabil Mzoughi, Mohamed Skander Ghachem & Anissa Negra,'Online Purchase Intention' | 41

6. Blog attitude was assessed using Wu’s (1999) scale. It consists of fifteen items measuring
the cognitive, affective and conative dimensions. Purchase intention was assessed using the
three-item scale developed by MacKenzie et al. (1986).
Procedure
To assess the effect of the blog’s features on the attitude toward it and on the purchase in-
tention, a quantitative research design was utilised. The first step in the research methodology
was to select the blog. Several researches on the Internet, within newspapers and specialised
magazines were realised in order to make our choice. A group of experts, composed of five
marketing university teachers, dealing with blogs frequently, were requested to select the
investigated weblog. Experts based their choice on design, layout (Ducate & Lomicka, 2008),
topics (Ducate & Lomicka, 2008), ease of use, and number of users (Dweyer, 2007).
www.lebloggadget.com was accordingly selected. Bloggers were invited to visit it for at least
15 minutes, before answering a 39 item online questionnaire. The survey was proposed on
a Tunisian forum www.marhaba.com in order to gain access to various online communities
sharing interest in blog shopping. A notification was sent to respondents in order to invite
them to participate to the study. A snowball sampling method was also used to invite more
users.
The online survey started on January 15 and ended on March 30, 2007 and permitted
fast data collection. Ultimately, 245 bloggers participated in the study. The sample included
few respondents who had experience in blog shopping (only 3 percent), as well as others
with no experience in blog purchasing. It was composed of 130 women and 115 men, most
of them belonging to the 20-30 years old group (88.6 percent). In accordance with
www.twnic.net.tw, Internet users are mainly in the range of 20-24 years old (Chiou et al.,
2008). In addition, young and educated adults are the group that uses blogs the most. Table
1 summarises the respondents’ profile.
Table 1: Respondents Profile
Table 1: Respondents profile
CharacteristicsCharacteristicsCharacteristicsCharacteristics FrequencyFrequencyFrequencyFrequency %%%%
Female 130 53 .1
GenderGenderGenderGender
Male 115 46.9
Under 20 10 4.1
20-30 217 88.6
30-40 16 6.5
AgeAgeAgeAge
More than 40 2 0.8
High School 8 3.3
College/University 189 77.2
Master 43 17.5
EducationEducationEducationEducation
PhD 5 2
TotalTotalTotalTotal 245 100
Results
A series of exploratory factor analyses (EFA) were first performed in order to purify the
scales and to examine their dimensionality. Internal consistency of measurements was then
assessed using Cronbach’s alpha. In order to validate the research hypotheses, linear
regression analyses were carried out.
Psychometric Properties of the Scales
Each measurement was subjected to principal component factor analysis. As outlined in Table
2, PCA results show that perceived credibility, ease of use, perceived usefulness, and
purchase intention are one-dimensional. The items of the perceived interactivity were reduced
to two factors: navigation and responsiveness. Attitude toward the blog is three-dimensional:
cognitive, affective and conative.
42 | International Journal of e-Business Management, vol. 4, no. 2, 2010

7. Table 2: Summary of the Factor Analyses with Oblimin Rotation and Reliability
10
Blog attitude
Perceived
interactivityItems
Co Aff Ca
Perceived
credibility
navig respo
Perceived
ease of
use
Perceived
usefulness
Purchase
Intention
attib1 .888
attib2 .876
attib3 .838
attib4 .681
attib5 .569
attib6 .918
attib7 .808
attib8 .786
attib9 .721
attib10 .615
attib11
-
.834
attib12
-
.827
attib13
-
.725
attib14
-
.790
attib15
-
.731
Cred1 .853
Cred2 .881
Cred3 .707
int1 .920
in2 .870
int3 .821
int4 .767
int5 .732
int6 .773
int9 .814
e. use1 .875
e. use2 .875
Useful 1 .865
Useful 2 .865
PI1 .873
PI2 .926
PI3 .876
Cronbach’sCronbach’sCronbach’sCronbach’s
α
.859.859.859.859 .890.890.890.890 .867.867.867.867 .750.750.750.750 .868.868.868.868 .667.667.667.667 .693.693.693.693 .662.662.662.662 .871.871.871.871
RESULTS
A series of exploratory factor analyses (EFA) were first performed in order to purify the scales
and to examine their dimensionality. Internal consistency of measurements was then assessed
Olfa Bouhlel, Nabil Mzoughi, Mohamed Skander Ghachem & Anissa Negra,'Online Purchase Intention' | 43

8. using Cronbach’s alpha. In order to validate the research hypotheses, linear regression analyses
were carried out.
Psychometric Properties of the Scales
Each measurement was subjected to principal component factor analysis. As outlined in
Table 2, PCA results show that perceived credibility, ease of use, perceived usefulness, and
purchase intention are one-dimensional. The items of the perceived interactivity were reduced
to two factors: navigation and responsiveness. Attitude toward the blog is three-dimensional:
cognitive, affective and conative.
The reliability coefficients of the used measurements range from 0.662 to 0.921. Except
for the perceived ease of use, the perceived usefulness and the responsiveness, all the other
variables and dimensions meet the suggested minimum level for internal consistency of 0.70.
Antecedents of the Attitudinal Factors
Results show that only the perceived usefulness (βs = 0.471, p < 0.001) and the perceived
credibility (βs = 0.368, p < 0.001) significantly and positively influence the cognitive dimen-
sion of the attitude toward the blog. The positive impact of the perceived ease of use on the
cognitive dimension of the attitude is not supported (βs = - 0.273, p < 0.001).
No significant impact of navigation (βs = 0.049, p > 0.05) and responsiveness (βs =
0.062, p > 0.05) on the cognitive dimension is noticed.
As shown in Table 3, the affective dimension of the attitude toward the blog is significantly
and positively affected by the responsiveness (βs = 0.443, p < 0.001), the perceived usefulness
(βs = 0.156, p < 0.01) and the perceived ease of use of the blog (βs = 0.129, p < 0.05). Re-
gression results revealed that the perceived credibility and the navigation do not have signi-
ficant effects on the affective dimension of attitude.
The positive impact of the perceived credibility (βs = - 0.314, p < 0.05), the perceived
ease of use (βs = - 0.121, p < 0.05), the navigation (βs = - 0.092, p > 0.05), the responsiveness
(βs = - 0.256, p < 0.000), and the perceived usefulness (βs = - 0.539, p < 0.001) on the
conative dimension of the attitude were not supported.
Table 3: Regression Results on Predicting the Attitude Toward the Blog
11
Antecedents of the Attitudinal Factors
Results show that only the perceived usefulness (βs = 0.471, p < 0.001) and the perceived
credibility (βs = 0.368, p < 0.001) significantly and positively influence the cognitive
dimension of the attitude toward the blog. The positive impact of the perceived ease of use on
the cognitive dimension of the attitude is not supported (βs = - 0.273, p < 0.001).
No significant impact of navigation (βs = 0.049, p > 0.05) and responsiveness (βs = 0.062, p >
0.05) on the cognitive dimension is noticed.
As shown in Table 3, the affective dimension of the attitude toward the blog is significantly
and positively affected by the responsiveness (βs = 0.443, p < 0.001), the perceived usefulness
(βs = 0.156, p < 0.01) and the perceived ease of use of the blog (βs = 0.129, p < 0.05).
Regression results revealed that the perceived credibility and the navigation do not have
significant effects on the affective dimension of attitude.
The positive impact of the perceived credibility (βs = - 0.314, p < 0.05), the perceived ease of
use (βs = - 0.121, p < 0.05), the navigation (βs = - 0.092, p > 0.05), the responsiveness (βs = -
0.256, p < 0.000), and the perceived usefulness (βs = - 0.539, p < 0.001) on the conative
dimension of the attitude were not supported.
Table 3: Regression Results on Predicting the Attitude Toward the Blog
Cognitive dimension Affective dimension Conative dimensionAntecedents
βs t p βs t p βs t p
Perceived credibility .368 6.129 .000*** .064 1.000 .318
-
.314
-5.127 .000***
Navigation .049 .664 .507 .024 .376 .707
-
.092
-1.635 .103
Perceived
Interactivity Responsiveness .062 .857 .392 .443 6.885 .000***
-
.092
-1.635 .103
Perceived usefulness .471 8.076 .000*** .156 3.031 .003**
-
.539
-
12.170
.000***
Perceived ease of use -
.273
-
3.813
.000*** .129 2.050 .041*
-
.121
-2.224 .027*
Adjusted R² 26.736*** 19.313*** 32.450***
***p<0.001, **p<0.01, *p<0.05
Purchase Intention and Attitude Toward the Blog
44 | International Journal of e-Business Management, vol. 4, no. 2, 2010

9. Purchase Intention and Attitude Toward the Blog
As shown in Table 4, the attitude toward the blog had a positive effect on the bloggers’ in-
tention to buy the products and the brands that were discussed in the blog. Measures show
that the cognitive dimension of the attitude had a positive impact on bloggers’ purchase in-
tention (βs = 0.423, p<0.001). H5a is supported. The affective and the conative dimensions
of the attitude had a negative effect on purchase intention. H5b and H5c are thus not sup-
ported.
Table 4: Regression Results on Predicting the Purchase Intention
12
As shown in Table 4, 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. Measures show
that the cognitive dimension of the attitude had a positive impact on bloggers’ purchase
intention (βs = 0.423, p<0.001). H5a is supported. The affective and the conative dimensions
of the attitude had a negative effect on purchase intention. H5b and H5c are thus not
supported.
Table 4: Regression Results on Predicting the Purchase Intention
PurchPurchPurchPurchase intentionase intentionase intentionase intention
βssss tttt pppp
CognitiveCognitiveCognitiveCognitive .423 6.932 .000***
AffectiveAffectiveAffectiveAffective -.264 -4.760 .000***Blog attitudeBlog attitudeBlog attitudeBlog attitude
ConativeConativeConativeConative -.213 -3.346 .001***
***p <0.001
Discussion
Data indicate that the attitude toward the blog is determined through the perceived credibility,
the perceived usefulness and the perceived ease of use. Confirming the postulation that the
perceived credibility positively affects the attitude toward the blog (Buzzlogic, 2008; Cohen,
2008); the findings show that this effect is only supported for the cognitive and the conative
dimensions of the blog attitude. The more the blog is credible, the more the visitor has
positive thoughts about the blog and the more he is inclined to make a purchase. According to
(Ng & Matanda, 2009), a favourable attitude toward a blog can be enhanced through a
positive buzz as well as by relating the links to reputable and credible websites. Online
shoppers’ comments about their past purchase experience is an effective tool to enhance
blogs’ credibility (Ba & Pavlou, 2002).
Contrary to Ng and Matanda’s thoughts (2009), the positive effect of the perceived
interactivity on the attitude toward the blog was rejected. This result can be explained through
the assessment of the perceived interactivity through the adaptation of a scale initially
developed to measure the interactivity of shopping websites. Nevertheless, blogs are
DISCUSSION
Data indicate that the attitude toward the blog is determined through the perceived credib-
ility, the perceived usefulness and the perceived ease of use. Confirming the postulation that
the perceived credibility positively affects the attitude toward the blog (Buzzlogic, 2008;
Cohen, 2008), the findings show that this effect is only supported for the cognitive and the
conative dimensions of the blog attitude. The more the blog is credible, the more the visitor
has positive thoughts about the blog and the more he is inclined to make a purchase. Accord-
ing to Ng and Matanda (2009), a favourable attitude toward a blog can be enhanced through
a positive buzz as well as by relating the links to reputable and credible websites. Online
shoppers’ comments about their past purchase experience is an effective tool to enhance
blogs’ credibility (Ba & Pavlou, 2002).
Contrary to Ng and Matanda’s thoughts (2009), the positive effect of the perceived in-
teractivity on the attitude toward the blog was rejected. This result can be explained through
the assessment of the perceived interactivity through the adaptation of a scale initially de-
veloped to measure the interactivity of shopping websites. Nevertheless, blogs are considered
to be more interactive than traditional websites (Demopoulos, 2007). Blogs allow visitors
to be part of the discussion, interact and participate in conversations.
The findings support the hypothesis testing the impact of the perceived usefulness on
the attitude toward the blog proposed by Oh et al. (2009) and Malhotra and McCort (2001).
Additionally, the ease of use of the blog was found to explain the favourable attitude toward
the blog. The more the bloggers found it convenient and useful, the more they appreciated
it.
According to Hsu and Lin (2008), blog-hosting service providers should develop tools
that require minimum effort in order to influence positively visitors’ beliefs.
As expected, the bloggers with favourable blog attitude showed a predisposition to make
real purchases. However, only the cognitive dimension of the attitude positively influenced
the intention to purchase products and brands displayed in the blog. Brand’s futures depend
Olfa Bouhlel, Nabil Mzoughi, Mohamed Skander Ghachem & Anissa Negra,'Online Purchase Intention' | 45

10. on the fact that consumers control a part of the blog conversations by expressing their beliefs
and opinions (Cohen, 2005; Lei & Wang, 2005).
CONCLUSION
This study emphasises the importance of examining consumers’ attitudes toward the blogs
and its effect on the purchase intention. The research model 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. The concepts were assessed through the adaptation of scales
initially constructed for websites. Data were collected using a survey involving 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.
Practitioners begin using blogs to inform about the latest news on brands. This study
allows them to use this emerging tool in a more strategic way. It can be used in the improve-
ment of the content of blogs and reach a favourable attitude toward the blog. For instance,
managers might improve the usefulness of their blogs and take special care of the content
they display; 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.
This study has some inherent limitations. The subjects were Tunisian blog users. Culture,
values and purchase behaviour may differ among countries. The research model explains
the purchase intention from a blogosphere perspective, but excluded factors such as the
content and the design of the investigated blog. It would be interesting to study their direct
and indirect effect on the purchase intention.
ACKNOWLEDGEMENT
The authors would like to thank Kaouther Ben Nejma for her precious help in administering
the questionnaire.
APPENDIX 1
Measure of the attitude toward the blog (Wu, 1999)
- I think that this blog is trustworthy.
- I think that this blog is honest.
- I think that this blog is credible.
- I think that this blog is interesting.
- I think that this blog is intelligent.
- I think that this blog is attractive.
- I think that this blog is agreeable.
- I think that this blog is appealing.
- I think that this blog is amusing.
- I think that this blog is stimulating.
- I would add it to my favourite sites.
- I would recommend this site to my friends.
- I would use the email or the online-form to contact the company.
- I would revisit this blog when I will need information about products.
46 | International Journal of e-Business Management, vol. 4, no. 2, 2010

11. - I would have the intention to buy from this blog.
Measure of the perceived credibility (Sundar, 1998; 1999; 2000)
- This blog is fair.
- This blog is neutral.
- This blog is objective.
Measure of the perceived interactivity (Wu, 1999)
- When I was on the blog, I always knew where I was.
- When I was on the blog, I always knew where I was going.
- When I was on the blog, I was always capable to go where I thought I was going.
- The hypertext links and the pictures indicate me exactly what I should expect.
- The layout was like a roadmap during my exploration of this blog.
- When I clicked on the hypertext link or the pictures, I felt well toward the published in-
formation.
- When I was on the blog, I could skip quickly from one page to another.
- I felt that I could not have sufficiently useful information merely because there was too
much of it.
- I was delighted with being capable to choose the link or to click on it.
- I was happy to express my feelings and opinions about the blog through the comments or
the feedback.
Measure of the perceived ease of use (Yoo & Donthu, 2001)
- The use of this blog is convenient.
- It is easy to search information.
Measure of the perceived usefulness (Heijden et al., 2000; Moon & Kim, 2001; Chen et
al., 2002):
- This blog makes my purchases easier.
- This blog provides useful information about the products and the services.
Measure of the purchase intention (MacKenzie et al. 1986)
- This blog raised in me the desire to buy its product.
- I am going to test the product proposed on this blog.
- If I buy this product, it would be the brand that is proposed on this blog.
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ABOUT THE AUTHORS
Nabil Mzoughi is Professor of marketing and director of the research unit MaPReCoB at the Higher
Institute of Management, University of Sousse (Tunisia). His researches on consumer behaviour
and online consumer behaviour, has presented at several national and international conferences
and published in various journals such as JournalofInternetBusiness, JournalofCustomerBehaviour,
Journal of Global Information Technology Management and Innovative Marketing. He is in charge of
several PhD projects developed around the topics of banking, e-banking and e-commerce.
Nabil Mzoughi
BP 37. Khezama-Est. 4051
Sousse Tunisia
Tel: +216 73 332976,
Email: teachershello@yahoo.fr
Olfa Bouhlel is teaching assistant of marketing at the University of Sousse and member of the re-
search unit MaPReCoB. Her main research line is the relationship between marketing and online
consumerbehaviour.Sheparticipatedininternationalconferencesofseveralassociations:Interna-
tional Business Information Management Association, and The International Group of E-systems
Research and Applications. She has published in Journal of Internet Business, Journal of Customer
Behavior and Innovative Marketing Journal.
E-mail: olfabouhlel2002@yahoo.fr
MohamedSkanderGhachemisateachingassistantofmanagementattheHigherInstituteofFinance
and Taxes of Sousse, Tunisia. He is a member of the Research Unit MaPReCoB. His research focuses
on Supply Chain Management and e-management. Some of his research has been presented at
international conferences to managerial and academic audiences and has been published in inter-
national journals such as Journal of Global Information Technology Management. He was manager
at the second textile company of Tunisia.
E-mail: skanderghachem@yahoo.fr
Anissa Negra is a teaching assistant of marketing at the University of Sousse and member of the
research unit MaPReCoB. Her current areas of interest include online procrastination, online con-
sumer behaviour, e-marketing, e-commerce and e-tourism. She has published in various journals
such as Journal of Internet Business and Journal of Customer Behavior.
E-mail: anissanegra@yahoo.fr
Olfa Bouhlel, Nabil Mzoughi, Mohamed Skander Ghachem & Anissa Negra,'Online Purchase Intention' | 51

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