• The Impact of Comment Consistency on Blog Surfers’Attitudes

Abstract

The aim of this study is to explore the effects of blog eWOM. Because there are two eWOM sources (i.e., the blogger’s eWOM and the comments made by e-friends), this study focuses on the construct of comment consistency, investigating its impacts on blog surfers. Besides, this study also explores the moderating effects of comment quantity, blog popularity, and surfers’ product involvement. The results indicate the following: comment consistency has positive effects on surfers’ trust in eWOM, brand attitude, and purchase intention. When there are many comments, blog popularity is high, or surfers have high product involvement, the positive effects of comment consistency on surfers’ attitude responses may be weakened. The implication of these and other findings are then discussed.

Keywords: Blog, Comment Consistency, Comment Quantity, Blog Popularity, Product Involvement