Perceptions of product blogs in Taiwan
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A survey was conducted among college students in Taiwan (n=314) regarding their use, perceptions and responses to blogs that discuss products and services. Predictor variables included prior use/experience with blogs, the motivations of blog readers (seeking knowledge/information versus social utility/entertainment), the effects of blogger affiliation (independent, employee of manufacturer, paid), and the effects of balanced versus all-positive language. Criterion variables included assessments of credibility and value, purchase intent, and the likelihood of engaging in word-of-mouth (information ...