• Journal of Information Technology Applications and Management
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• 제21권3호
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• pp.35-52
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• 2014

This study aims to examine how the relationship with an information source affects people to perceive credibility of online information. We developed a conceptual framework that explained how people perceived information credibility when they were familiar with the information source and/or when the information source seemed credible. We then compared the models in two different contexts, namely, online review and social media sites, to examine differences. We surveyed 136 online social media users with their online shopping experiences. Among our eight hypotheses, three (H6: the personality similarity between an information provider and an information seeker enhances the perceived credibility of the former; H7: the credibility of an information provider produces a much stronger mediating effect in review sites than in social media sites; H8: the familiarity of an information seeker with an information provider produces a stronger mediating effect in social media sites than in review sites) are fully supported and four (H1: the credibility of an information provider has a positive influence on the perceived credibility of the online information; H2: the familiarity of an information seeker with an information provider has a positive influence on the perceived credibility of the online information; H3: the goal similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former; H5: the personality similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former) are partially supported. The hypothesis of H4: the goal similarity between an information provider and an information seeker enhances the perceived credibility of the former is rejected. The result confirms that credibility of information is strongly mediated by credibility of information source than familiarity with information source in online review sites and vice versa in social media sites.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.109-123
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• 2016

The success of a crowd-funding project can be attributed to various reasons, among which, backer's (also known as 'investor', or 'funder') perception of project credibility may be a salient one. The purpose of this study is to investigate the extent to which perceived project credibility can affect a backer's investment decision. We examine the factors that could influence the building of perceived project credibility by testing the proposed research model using survey data. Analysis results indicate that perceived project credibility has a significantly positive effect on backer's investment intention. Furthermore, information quality and source credibility are two key determinants of perceived project credibility. This study contributes to crowd-funding literature by enriching the list of successful factors for fund-raising with project credibility. The study also has practical implications because it explains why and how a backer's perception of project credibility can be improved.

• 경영과정보연구
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• 제33권4호
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• pp.99-118
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• 2014

본 연구는 속성이론을 적용하여 온라인 정보의 신뢰성이 제품을 평가하거나 판단하기 위해 온라인 정보를 사용하는 사용자의 의도에 영향을 미치는 경우를 조사하였으며, 온라인 정보 신뢰성의 영향을 조사하기 위해 온라인 정보 신뢰성의 주요 효과가 지각된 위험과 유용성의 인식에 의해 매개되는지 여부를 검사하였다. 총 287의 온라인 소비자들로부터 수집된 샘플에서 여러 항목 척도의 내적 일관성을 탐색하여 안정성을 조사 하였으며, 구조의 유효성을 위해 수렴 및 판별 타당성을 조사 하였다. 연구 모델을 테스트하기 위해 PLS 기법이 사용되었으며, 응답 데이터 세트로부터 데이터를 분석 한 결과, (1) 지각된 신뢰성의 통제성과 안정성 모두 지각된 위험도 및 유용성을 인식하고 있다는 것을 알 수 있다 (2) 지각 된 위험뿐만 아니라 유용성 인식은 부분적으로 신뢰성과 사용 의도의 두 소스 사이의 연결을 중재하고 있다. 본 연구 결과 온라인 정보 신뢰성의 두 가지 차원인 통제성과 안정성은 정보를 받는 사람의 이용의도에 영향을 미친다. 통제성 및 안정성에 대한 설명을 포함하는 온라인 정보는 소비자에게 제공된 제품 및 서비스에 대한 위험을 인지하게 할 수 있다. 따라서 높은 안정성 및 통제성을 설명하는 온라인 정보는 제공하는 온라인 정보 자체의 신뢰성을 향상시킬 뿐만 아니라 지각된 위험과 유용성을 통한 온라인 정보 활용의도를 증가시킬 수 있다.

• 국제지역연구
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• 제15권1호
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• pp.315-339
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• 2011

본 연구는 한국의 경제적 위상에 비해 국가브랜드가치가 저평가되어 있는 상황에서 일본소비자를 대상으로 우리나라 소비재제품의 브랜드 신뢰성이 국가이미지와 종속변수(지각된 품질, 지각된 위험, 정보비용절약) 사이에서 매개적 역할을 하는지에 초점을 두고 연구하였다. 또한, 소비재제품의 브랜드신뢰성이 신용과 전문성으로 적재되는지를 파악하여 국가이미지뿐만 아니라 기업의 향후 브랜드전략에 대한 시사점을 제공하고자 연구하였는데 연구결과는 다음과 같다. 첫째, 일본시장에서 소비재제품의 브랜드신뢰성은 전문성과 신용의 두 가지 하위 차원으로 적재되는 것으로 나타났다. 둘째, 한국의 국가이미지는 한국제품의 브랜드신뢰성에 정의 영향을 미치는 것으로 나타났다. 셋째, 한국소비재제품의 브랜드신뢰성은 지각된 품질과 정보비용의 절약에 정의 영향을 미치는 것으로 나타났다. 넷째, 한국소비재제품의 브랜드신뢰성은 지각된 위험에 부의 영향을 미치는 것으로 나타났다. 마지막으로, 브랜드신뢰성은 국가이미지가 지각된 품질, 지각된 위험, 정보비용의 절약으로 가는 경로에서 매개적 역할을 하는 것으로 나타났다. 본 연구결과는 해외시장에서 우리나라의 국가이미지 제고전략과 기업들의 브랜드전략에 대한 유용한 시사점을 제공하고 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.29-52
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• 2018

Purpose As the number of SNS users increases, the importance of SNS advertisement is also increasing. Thus, the purpose of this study is to analyze the effect of factors on effectiveness of SNS advertising, and expand research on users' attitude and behavior intention toward SNS advertising. Design/methodology/approach This study was designed to examine the structural relationships among SNS service attribute, users' cognitive characters, psychological factors, users' attitude and behavior intention toward SNS advertising. Concretely, SNS service attribute was presented as online interactivity, and users' cognitive characters were presented as perceived relevance and perceived intrusiveness. In addition, psychological factors were presented as presence experience and message credibility, users' attitude toward SNS advertising was presented as advertisement attitude and users' behavior intention was presented as WOM. Findings The results showed that online interactivity has a positive effect on presence experience and message credibility, but perceived intrusiveness has a negative effect on presence experience and message credibility. Perceived relevance has a positive effect on presence experience, but does not have significant effect on message credibility. Presence experience and message credibility have positive effects on advertisement attitude and WOM, and advertisement attitude also has a positive effect on WOM. Based on the results from this study, academic and practical implications can be drawn. First, the study extended the scope of research about SNS advertising through focusing on SNS service attribute and SNS users' cognitive characters and identified the relationship between presence experience, message credibility, advertisement attitude and WOM. Second, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool.

• International Journal of Contents
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• 제8권1호
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• pp.61-68
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• 2012

Previous research on online health (e-health) information was primarily focused on consumer information search behavior and information quality. Although studies addressing online information quality have flourished, they have yet to thoroughly examine whether consumers actually use the information they search. The purspose of this study suggests a conceptual framework that examines the potential antecedents of a consumers' willingness to depend on e-health information as an indicator of the consumer's trust of the provided e-health information. The proposed antecedents include healthcare product involvement, online skill level, perceived quality, and credibility of the source. Using structural equation modeling on online survey data, seven hypotheses, which describe the relationships between the variables of the model, were tested. The results indicate that consumer willingness to depend on provided e-health information was significantly influenced by the consumers' perceived quality and credibility of specific e-health information. Consumer involvement in healthcare and their online skill-level, respectively, also positively related to perceived quality and credibility regarding e-health information.

• Asia pacific journal of information systems
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• 제15권2호
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• pp.1-21
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• 2005

This study is an empirical study about the effects of perceived risks and perceived benefits on purchase intention in mobile commerce. Perceived risks and perceived benefits are proposed as mediators that make a significant impact on purchase intention in mobile commerce. Also, this study compared the direct effect of perceived risks, perceived benefits and consumer subjective knowledge to purchase intention. As antecedents of perceived risks and perceived benefits, subjective knowledge, mobile Internet familiarity, credibility for the purchase and provided information level are proposed and verified. Results from this study are as follows: First, the effect of perceived risks to purchase intention is not significant whereas that of perceived benefits is significant. Second, this study revealed that mobile Internet familiarity, credibility for the purchase and information level are significantly related to mobile purchase intention through perceived benefit. Third, subjective knowledge makes a significant impact on purchase intention directly not mediated by perceived risk or perceived benefit. Based on these results, managerial implications for mobile commerce vitalization and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.

• 한국의류학회지
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• 제42권3호
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• pp.379-396
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• 2018

This study investigated consumer perceptions of information provided in a fashion Instagram. This study examined the differences between information provided in Instagram by brand vs consumers. A pilot test was conducted to develop stimuli and a brand selection in the main study. Participants were randomly assigned to one of two stimuli manipulated by information providers, and examined the perceived credibility, usefulness, and enjoyment of information as well as brand attachment and purchase intention. We gathered and analyzed a total of 200 data. The findings of the study showed that respondents perceived significantly greater usefulness and purchase intention of images uploaded by consumers compared to the fashion brand. Credibility and enjoyment were significant factors to enhance brand attachment; in addition, usefulness, credibility, and enjoyment were significant factors to increase purchase intention. The findings of the study suggest academic and marketing implications.

• International Journal of Advanced Culture Technology
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• 제3권2호
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• pp.50-57
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• 2015

An online survey was conducted to assess motivations for using, reliance on, and perceived credibility of political blogs and microblogs during both the Taiwanese general election of 2009 (the blog epoch) and the presidential elections of 2012 (the microblog epoch). Results indicated higher reliance on and motivation for using political blogs than microblogs. Blogs were also perceived to be more credible than microblogs. Respondents who primarily engaged in blogging for information purposes were more likely to judge candidate blogs as highly credible, whereas interest in entertainment emerged as the strongest predictor of the perceived credibility of microblogs. This research also provided quantitative evidence showing how users viewed blogs and microblogs differently in the context of political campaigns. The aim is to explore the pros and cons of blogging and microblogging as a tool for political communication.

• Journal of Information Technology Applications and Management
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• 제13권2호
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• pp.67-86
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• 2006

Based on literature relating to the TAM (technology acceptance model) and TPB (theory of planned behavior), this study extends the TAM in a mobile banking context. The extended model was tested using LISREL analysis on the sample of 222 users who have experience with the banking service. The model was partially supported in a mobile banking context, accounting for 49% of the variance in the usage intention. The results showed that the perceived usefulness, the perceived credibility, and the perceived financial cost play a significant role in influencing the usage intention of the mobile banking service. In addition, instant connectivity and perceived credibility were found to influence the perceived usefulness, and self-efficacy and instant connectivity were found to influence the perceived ease of use. Implications of these findings are discussed for researchers and practitioners.