Intention to Purchase through Parent Blogs: Evidence from Poland

Figures & data

Figure 1. Research model.

Figure 2. Product interest within blogs.

Figure 3. Where respondents look for recommendations.

Table 1. Rotated components matrix.

Items	Parasocial influence	Trust/reputation
I believe I could be friends with my favorite blogger in real life.	.798	.107
I feel like I have a lot in common with my favorite blogger.	.785	.178
Although I haven’t met my favorite blogger, I feel like I have known her/ him for a very long time.	.759	.173
I feel like I am a part of the blog community.	.680	.287
I believe that blogger’s recommendations are true and unbiased.	.142	.815
I think I would get good suggestions if I asked for advice from the blogger.	.221	.759
I am more likely to purchase a product/service when it is recommended by a popular blogger.	.205	.701
Bloggers have good reputation on the internet.	.125	.640
% Variance accounted for	30.2%	28.7%

Values in bold highlight factor loading >0.3.

Figure 4. Factors and intention to purchase.

Table 2. Binary logistic model for the influence on purchasing behavior.

Variables	B	S.E.	p Value	Odds Ratio
Age (23 years or older)	−.504	.254	.047	.604
Education level (baseline: less than university)			.027
Bachelor	.505	.222	.023	1.656
Postgraduate	.498	.201	.013	1.645
Not a blogger	−.560	.375	.135	.571
Time online (6 h or more)	.242	.241	.315	1.273
Experience of reading blogs (3 or more years)	.323	.165	.050	1.381
Parasocial influence	.409	.080	<.001	1.506
Trust/reputation	1.421	.103	<.001	4.139
Constant	.273	.451	.546	1.314

Table 3. Mean level of factor scores and demographic control variables.

Variable	Level	Parasocial influence		Trust/reputation
		Mean (SE)	p Value	Mean (SE)	p Value
Age	<23 years	0.257 (0.087)	0.001	0.175 (0.075)	0.030
	23 years or older	−0.040 (0.033)		−0.027 (0.034)
Time online	<6 h	−0.021 (0.033)	0.071	−0.004 (0.033)	0.681
	6 h or more	0.150 (0.097)		0.034 (0.094)
Are you a blogger	Yes	0.187 (0.132)	0.173	−0.164 (0.168)	0.312
	No	−0.007 (0.032)		0.009 (0.032)
How long have you  been reading blogs	<3 years	−0.216 (0.050)	<.001	0.005 (0.055)	0.872
	3 years or more	0.097 (0.039)		−0.005 (0.038)
Education level	School level or less	0.184 (0.059)	<.001	0.099 (0.056)	0.124
	Bachelor	0.096 (0.065)		−0.046 (0.066)
	Postgraduate	−0.149 (0.044)		−0.040 (0.046)