Consumers’ Use of Blogs as Product Information Sources: From Need-For-Cognition Perspective

Abstract

This study investigated the potential influence of word-of-mouth (WOM) and need-for-cognition (NFC) on consumer information search in the blogosphere. This study, in particular examined how consumers perceive corporate and consumer-generated blogs as product/brand information sources. The results of an online survey indicated that NFC and susceptibility to WOM influenced consumer’s information search process, ultimately leading to purchase intent. The findings also showed that while high NFC individuals showed more favorable attitudes toward consumer-generated blogs over corporate blogs as an information source, low NFC individuals did not have a specific preference for either type of blog. In addition, participants reported greater purchase intent for products addressed in consumer-generated blogs than corporate blogs. This difference in purchase intent existed even when their attitudes toward both types of blogs and the brands/products mentioned there were regarded similarly.