How Do Bloggers Source Of Credibility,Reputation,and Marketing Strategy Affect Consumer Purchase Intention?

The purpose of this study is to examine the factors of beauty bloggers that affect customer purchase intention after blog watching as well as to compare the difference between Chinese and Thai participants.This research applies Ohanian? s(1990)measurement scales perceived expertise,trustworthiness,and attractiveness,together with two additional variables determined by the researcher through literature review which are reputation and marketing strategy.Both qualitative and quantitative methods have applied in this study.In the first stage,the researcher has conducted the participant observation to first provide with the preliminary yet detailed understanding of how do beauty bloggers communicate with blog readers and the existing buzz marketing among beauty blogs.The quantitative survey is the major study to examine how beauty bloggers? factors affect the purchase intention of blog readers.The result shows that expertise of online communicator and blog content are critical factors that link to purchase intention.Moreover,trustworthiness,reputation,attractiveness and product promoting were found to have the weak relationship with the purchase intention.This is contrary to many studies on eWOM during past year.Moreover,from the T-Test analysis reveals that the nationality factor variously affects the cosmetic purchase intention of participants.Chinese and Thai people visit the blog for different objective;most of the Chinese people visit beauty blog for entertaining.In contrast,Thai people consider beauty blogs as a place to search for beauty product information;they visit the sites to find out information and seek suggestions.Therefore,the ways they evaluate the information from beauty blogger is different and cause the difference in the purchase intention.