1. NCCU Academic Hub
  2. 學術產出
  3. College of Commerce
  4. Periodical Articles
  5. Item

學術產出-Periodical Articles

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

題名 How Much Can You Trust Online Information? Cues for Perceived Trustworthiness of Consumer-generated Online Information
作者 邱志聖
Pan,Lee-Yun;Chiou,Jyh-Shen
貢獻者 國貿系
關鍵詞 Online information trust; Negative messages; eWOM; Perceived social relationships
日期 2011-05
上傳時間 25-Nov-2014 10:49:57 (UTC+8)
摘要 Consumers increasingly rely on the Internet to obtain product information and advice from other consumers. However, since the information available on the Internet is easily manipulated, they have to seek cues for the trustworthiness of the online information. The present study proposes and tests the effects on perceived trust of online information and subsequent attitude of (1) perceived strong vs. weak social relationships among net pals and (2) positive vs. negative messages. The moderating effects of credence vs. experience goods are also examined in the research. Results show that, for experience goods, either positive or negative online messages will be perceived as credible as long as the messages are posted by those perceived to have close social relationships. On the other hand, for credence goods, negative online messages are perceived to be more credible than positive online messages when the messages are posted by those perceived to have close social relationships. Results also show the main effect of positive/negative messages on credibility of information, as well as that the effect of credibility of information on product attitude is weaker in the credence goods group than in the experience goods group.
關聯 Journal of Interactive Marketing,25(2),67-74
資料類型 article
DOI http://dx.doi.org/10.1016/j.intmar.2011.01.002
dc.contributor 國貿系en_US
dc.creator (作者) 邱志聖zh_TW
dc.creator (作者) Pan,Lee-Yun;Chiou,Jyh-Shenen_US
dc.date (日期) 2011-05en_US
dc.date.accessioned 25-Nov-2014 10:49:57 (UTC+8)-
dc.date.available 25-Nov-2014 10:49:57 (UTC+8)-
dc.date.issued (上傳時間) 25-Nov-2014 10:49:57 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/71647-
dc.description.abstract (摘要) Consumers increasingly rely on the Internet to obtain product information and advice from other consumers. However, since the information available on the Internet is easily manipulated, they have to seek cues for the trustworthiness of the online information. The present study proposes and tests the effects on perceived trust of online information and subsequent attitude of (1) perceived strong vs. weak social relationships among net pals and (2) positive vs. negative messages. The moderating effects of credence vs. experience goods are also examined in the research. Results show that, for experience goods, either positive or negative online messages will be perceived as credible as long as the messages are posted by those perceived to have close social relationships. On the other hand, for credence goods, negative online messages are perceived to be more credible than positive online messages when the messages are posted by those perceived to have close social relationships. Results also show the main effect of positive/negative messages on credibility of information, as well as that the effect of credibility of information on product attitude is weaker in the credence goods group than in the experience goods group.en_US
dc.format.extent 295869 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.relation (關聯) Journal of Interactive Marketing,25(2),67-74en_US
dc.subject (關鍵詞) Online information trust; Negative messages; eWOM; Perceived social relationshipsen_US
dc.title (題名) How Much Can You Trust Online Information? Cues for Perceived Trustworthiness of Consumer-generated Online Informationen_US
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1016/j.intmar.2011.01.002-
dc.doi.uri (DOI) http://dx.doi.org/10.1016/j.intmar.2011.01.002-