The Effect of E-Blogs of Products on Egyptian Consumer Intentions to Follow Bloggers' Recommendations: The Moderating Role of Perceived Risks and Blogger Credibility

This research aimed to test the effect of e-blogs on Egyptian consumers’ intentions to follow bloggers’ recommendations through the mediating role of content familiarity, design familiarity, and blog engagement, as well as the moderating role of blogger credibility and perceived risks.
A structural equation modelling has been developed to investigate the relationship between research variables. The quantitative method was chosen in this research with deductive approach. To collect the primary data, the researcher designed a questionnaire and data have been collected from websites from Egyptian consumers. The Warp PLS 7 program is used for processing primary data. Response size is 477.
The results show that e-blogs, content familiarity, design familiarity, blog engagement, blogger credibility, perceived risks, and intentions to follow bloggers’ recommendations are significantly related. It indicates that content familiarity is affected positively by e-blogs dimensions. Also, it indicates that design familiarity is affected positively by e-blogs dimensions. Content familiarity and design familiarity have a positive effect on blog engagement. E-blogs dimensions have a positive effect on intentions to follow bloggers’ recommendations. In addition, it shows that content familiarity, design familiarity, and blog engagement significantly mediate the relationship between e-blogs dimensions and intentions. It also found a significant moderating role for both blogger credibility and perceived risks in the relationship between blog engagement and intentions. The results also found significant differences in consumers^, perception of research variables according to gender, age, monthly income, education level, blog type and following level.