Blogs are an early form of one-person media and have been maintained through the emergence of various platforms and continuous functional improvement since then, and the number of operators and users is steadily increasing. This study attempted to verify the effect of blog information characteristics perceived by users on product purchase satisfaction and blog loyalty for users who have purchased products or services using blog information, and to present implications for this. This study was conducted for about two weeks from May 10 to 26, 2017 targeting users who have purchased products or services using blogs, and hypothesis verification was conducted and the results are as follows. First, among the characteristics of blog information, experience, accuracy, and recency were found to have a significant effect on purchase satisfaction. Second, as a result of analyzing the effect of product purchase satisfaction on product purchase intention, it was confirmed that satisfaction with the product purchased using blog information also affected blog loyalty. Satisfaction with a product or service purchased using a specific blog does not end with the satisfaction of the blog, but it affects the loyalty of the blog, such as recommends positive word of mouth to the surroundings and the intention to continue using blogs. Based on these research results, theoretical implications such as the importance of the characteristics of blog information on purchase satisfaction and blog loyalty and the subject of research, and practical implications such as blog management and operation of companies or individual blogers were presented.