• 무역학회지
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• 제46권5호
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• pp.99-113
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• 2021

This study aims to analyze the effect of product information quality and source credibility on product arousal in fresh food website. Despite fresh food websites are selling products with various feature, prior studies have focused on consumer behavior for fresh food website characteristics or specific products without considering the feature of the products. Consumers' attitudes, beliefs, and behaviors vary depending on the feature of the product. In other words, depending on the category of product, the decision making process that consumers purchase products can be differ. So, we classify products considering the feature of these products to examine the effect of information quality and source credibility on product arousal into experience goods and search goods. We surveyed 288 consumers having experience of purchase in fresh food website and verified the hypothesis through One-way ANOVA by classifying the information quality and the source credibility as high level and low level. As a result, there was a difference in product arousal according to the product information quality level and the source credibility level for each product category exposed to the fresh food website. In experience goods, source credibility have a more important effect on product arousal than product information quality, and in search goods, product information quality have a more important effect on product arousal than source credibility.

• 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.

• 디지털산업정보학회논문지
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• 제10권3호
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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.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.563-574
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• 2022

본 연구는 정치정보원이 다양화되면서 그동안 설득커뮤니케이션 영역에서 주목받지 못했던 정보원의 속성을 정치 콘텐츠를 노출시키는 정치 유튜버에 적용해 그 영향력을 분석하였다. 이를 위해 전국의 20세 이상 성인남녀 326명을 대상으로 국내 여론조사 기관을 통해 온라인 설문조사를 실시했다. 연구결과 정치 유튜버의 유사성, 카리스마, 전문성의 순으로 해당 콘텐츠에 대한 시청자의 태도에 긍정적인 영향을 끼쳤다. 콘텐츠를 통해 노출되는 정치인/정당에 대한 태도에는 정치 유튜버의 친숙성, 카리스마, 유사성, 매력성, 신뢰성 순으로 긍정적인 영향을 미쳤다. 유튜브를 통해 노출되는 정치콘텐츠의 경우 콘텐츠에 대한 태도와 그 콘텐츠에 등장하는 정치인/정당에 대한 태도에 영향을 미치는 속성이 다르게 나타났으며, 콘텐츠에 대한 태도는 정치인/정당에 대한 태도와 이들에 대한 지지에 긍정적인 영향을 미쳤다.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.107-135
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• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• 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.

• 한국식품영양학회지
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• 제24권2호
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• pp.217-225
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• 2011

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient's in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were 'visit intention', 're-WOM intention' and 'source credibility' affected 'WOM acceptance' in this process. Additionally, 'online homophily' and 'message vividness' had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry's effective marketing activity.

• Asian Journal of Business Environment
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• 제4권1호
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• pp.15-23
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• 2014

Purpose - In this study, we inspected the effects of public-service advertising (PSA) and commercial advertisements on consumers' social and emotional values. Specifically, we include source credibility on advertising models as a mediating variable to compare the path difference between the social and emotional value of consumers, and to test the appropriateness of advertising expenses. Research design, data, and methodology - A total of 219 copies of effective questionnaires were used and methodologies such as Cronbach's alpha, paired samples t-test, and structural equation modeling (SEM) were conducted. Results - The results showed that the consumer model was effective at PSA, while celebrities and CEOs were effective at commercial advertising. Further, only credibility (among source credibility) made a significant difference in the test of PSA models of both PSA and commercial advertising that consumers preferred. Conclusions - The advertising model types varied depending on advertising types (for example, PSA and commercial advertising). Therefore, celebrities and CEOs appearing in commercial advertising should have no ethical or moral defect by self-control, and marketers should elect the model considering such a fact.

• 대한간호학회지
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• 제35권5호
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• pp.817-828
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• 2005

Purpose: This study was to identify the persuasive effects of exercise promotion advertisements for obesity prevention according to the source types( ordinary people, experts, celebrity endorsers) and advertising message types(slices of life, testimonials). Method: Gender, height, body weight, BMI, attitude toward obesity(Aob) and exercise(Aex), and intention to exercise(Iex) were collected from 626 elementary school students in a pretest. After 2 months, six advertisements type attached to a questionnaire were provided for 20 minutes and then Aob, Aex, lex, source credibility and attitude toward advertisements(Aad) were collected in posttest. Result: 1) In posttest the lex of 6 the groups increased significantly compared with that of the pretest, 2) Source credibility of the Ordinary+Testimonial group was lower than the Celebrity+Testimonial, Celebrity+Slice of life, Ordinary+Slice of life, and Expert+Testimonial groups, Aad of the Celebrity+Testimonial group was higher than the Ordinary+ Testimonial group. 3) The Main effect and interaction effect of source types and advertising message types were significant in source credibility and Aad, Conclusion: Persuasive effects of exercise promotion advertisements in elementary school students was found to be the most effective in Celebrity+Testimonial. This study suggests that selection of health education advertisements according to demographic characteristics is important to promote persuasive effects.

• Asia Marketing Journal
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• 제19권2호
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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.