• Journal of Information Technology Applications and Management
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• v.23 no.2
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• pp.153-176
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• 2016

This study investigated factors affecting the use intention of podcast service users based on the unified theory of acceptance and use of technology (UTAUT). Performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, innovativeness, and media credibility were used as independent variables in the model. The survey data from the users of the podcast portal 'podbbang' were analyzed with Smart PLS 2.0 to test the structural equation model. The results revealed that the podcast service user's effort expectancy, facilitating condition, hedonic motivation, and media credibility have a significant influence on use intention. However, the relationship between the podcast service user's performance expectancy, social influence, innovativeness, and use intention were not identified as significant.

• The Korean Journal of Emergency Medical Services
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• v.19 no.3
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• pp.51-68
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• 2015

Purpose: This study validated the influential relations between the effects of emergency care quality, credibility of 119 emergency medical technicians (119 EMTs), and perceived usefulness and attitude of emergency care, focusing on the moderating effect of protectors' characteristics (education, experience, age, and recognition of patient severity). Methods: This study was based on elaboration likelihood and technology acceptance models. In total, 172 protectors with experience in utilizing prehospital service were surveyed from April 1 to July 31, 2011. Results: The results showed that the emergency care quality and the credibility of 119 EMTs were the main determinants of the perceived usefulness and attitude of emergency care, irrespective of the protector's characteristics (p <.001). In addition, the findings showed that the protector's intention of emergency care had a moderating role. The impact of the quality of emergency care on its perceived usefulness was greater for high-level protectors (p <.001). By contrast, the impact of the credibility of 119 EMTs on the perceived usefulness of emergency care was greater for low-level protectors (p <.001). Conclusion: The protectors' characteristics have different influences on the relations between the effects of emergency care quality, the 119 EMT credibility, and the perceived usefulness and attitude of emergency care.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.9
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• pp.101-111
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• 2021

This study investigates the impact of heuristic factors on customers' perception of information credibility of influencers on YouTube channels, and the association between customers' perception of information credibility and brand attitude, brand credibility, and purchase intention of cosmetic products in Vietnam. A quantitative approach is employed, with a survey of 270 females who are frequent viewers of beauty content on YouTube channels. The data reliability and validity go through various statistical tests including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Also, structural equation modeling (SEM) is applied to test the hypotheses. The results reveal that there is a positive association between heuristic factors and the perception of information credibility. This perception of information credibility also influences positively on customers' attitudes toward the brand and brand credibility. Purchase intention is also found to be positively associated with the two latter variables. The study's main findings not only offer advice to practitioners on how to choose the right product endorsers and advertising platforms, but they also offer novel insight from the Vietnamese context that could help to extend the heuristic-systematic model and customers' buy intention behavior.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.205-222
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• 2021

Purpose - Due to the Covic-19 pandemic, the perceived value of video conferencing platforms has been increased drastically. However, there is little guidance on how service providers can improve video conferencing platforms. The purpose of this study is to investigate the factors that influence the users' perceived value of video conferencing services based on the heuristic-systematic model and the value-based adoption model. Design/Methodology/Approach - In this paper, we theoretically explore the relationship of the antecedents of perceived value(credibility, expertise, attractiveness, economic feasibility, security, and interactivity) and its outcomes (perceived usefulness, perceived risk and perceived value). The outcomes of this research is a conceptualization of antecedents of perceived value supported by research hypothesis based on the existing literature. A total of 100 valid questionnaires were collected to empirically test the research model. Findings - The analysis results showed that credibility, economic feasibility, and interactivity positively influenced perceived usefulness. On the other hand, credibility, professionalism and interactivity negatively influenced perceived risk. Perceived usefulness positively affects perceived value and perceived risk has a negative effect on perceived value. The brand image as a moderating variable was found to decrease the effect of perceived risk on perceived value. Research Implications - The contribution of this study is significant for video conferencing providers as follows. First, a service provider can actively utilize influencers or referees with high credibility and expertise to maximize the perceived usefulness of users. Second, economic feasibility should be ensured in respect of users through various alliance discount strategies. Third, a video conferencing service company needs to build a positive brand image in order to increase users' perceived value.

• Journal of the Korean Society of Costume
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• v.62 no.2
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• pp.13-25
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• 2012

The purpose of this research is to study the influence over confidence and Word-Of-Mouth (WOM) effect in the acceptance process of WOM by information characteristics(consensus, vividness, and message neutrality) of individual cosmetic blog, reflecting that it is widely spreading over the public. Online survey for the consumers using such blogs was performed to collect data(N=200), and credibility analysis through Cronbach-${\alpha}$ and Structural Equation Model(SEM) analysis using AMOS 18.0 were performed. The analysis results are as follows; First, vivid information and neutral message increase WOM effect through the improvement of consumers' credibility whereas information consensus doesn't positively influence over credibility. Second, the examination of a moderating effect by type of cosmetics demonstrated that the consumers of basic cosmetics have most confidence in vivid information, and those of color cosmetics do more confidence in neutral message. Therefore, there is a difference in the credibility factor of online WOM depending on the type of cosmetics consumption so that differentiated information provision strategies for cosmetics groups should be established based on it.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.3
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• pp.327-338
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• 2014

The purpose of this study is to investigate what the characteristics of word-of-mouth on SNS and how these factors credibility for information's source and acceptance of word-of-mouth. We proposed study model was set through overall theoretical investigation. The 179 Valid survey data were gathered from the user who have prior experience in SNS. According to factor analysis, characteristic of word-of-mouth information on SNS were classified into consensus and neutrality. And credibility for information's source and acceptance of word-of-mouth were composed sing dimension. The Hypothesis inspection says that all variables were positively correlated with each other. And consensus and valance have positive influence on credibility for information's source. Also credibility for information's source influence on acceptance of word-of-mouth and valance have positive affect trust for information's source. Several academic and practical implications are yield accordingly. Especially this study intention to provide basis which can be used for all business's effective marketing activity.

• Information Systems Review
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• v.20 no.1
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• pp.61-80
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• 2018

Individuals often receive smishing campaigns (mobile phishing messages), which they treat as spam. Thus, firms should understand how their customers distinguish their promotion messages from smishing. However, only a few studies examined this important issue. The present study employs the elaboration likelihood model to develop research hypotheses on the relationship between message cue and message credibility. The message cue in this study is classified as content cue, which is found in the content of promotion messages, and as leakage cue, which is found in peripheral information in the message. Leakage cue includes orthography (inclusion of special characters)and an abbreviated link sent by a faithless sender. We also propose that contextualization has a moderating effect on the relationship between content cue and credibility. We conducted a survey experiment to examine the effect of message cues on message credibility in the context of respondents receiving discount coupons through mobile messages. The result of data analysis based on 166 responses suggests that leakage cue had a negative effect on message credibility. A message with defective content cue has a marginally negative effect on message credibility. In particular, defective content cue in a high-contextual message has a strong negative impact on message credibility. This effect was not observed in low-contextual messages. Moreover, message credibility is significantly low regardless of the degree of contextualization if there is a leakage cue in the message. Our findings suggest that mobile promotion messages should be customized for message receivers and should have no leakage cues.

• Asia Marketing Journal
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• v.19 no.2
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• pp.63-80
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• 2017

This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers' attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a product placement on television.

• Journal of the Korea Institute of Military Science and Technology
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• v.9 no.1 s.24
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• pp.60-71
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• 2006

With the increased reliance on M & S(Modeling & Simulation) in military training, defense analysis, and system acquisition. The credibility of M & S becomes even more critical issue in the M & S application community. In this paper, we have introduced the VV & A(Verification, Validation and Accreditation) concept of M & S for the assurance of its credibility, and proposed the VV & A model applicable to a military simulator development with the illustrative example of MSAM(Medium range-Surface to Air Missile) system simulator.