The effect of attitude toward advertising and blog scepticism on innovativeness and exploratory purchasing behaviour : a study on wines

Abstract

This paper looks at advertising and blogs and seeks to determine how resultant attitudes toward advertising and blog scepticism impact consumer innovativeness and exploratory purchasing behaviour in the context of wine. Data was collected from 225 respondents based in the United States. A 25-item instrument was used to capture the constructs of attitude toward advertising, wine blog scepticism, innovativeness and exploratory purchasing behaviour. The results of a multiple regression supported an effect of attitude toward advertising on innovativeness only. ANOVA tests examined the relationship with three demographic variables and found only age significantly related to attitude toward advertising and innovativeness. Implications are discussed, limitations are noted and directions for future research are indicated.