• Title/Summary/Keyword: Source Credibility Model

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The Role of Source Credibility of Streamer and Platform Policy in Live-commerce: A Perspective on Reduction of Consumer's Uncertainty (라이브 커머스 스트리머의 자원 원천 신뢰성과 플랫폼 정책의 역할: 소비자 불확실성 감소의관점)

  • Inho Hwang
    • Journal of Korea Society of Industrial Information Systems
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    • v.29 no.2
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    • pp.81-99
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    • 2024
  • Live commerce, a rapidly growing sector, facilitates real-time interaction between streamers and consumers about specific products. This business model aids rational purchasing decisions by offering visual demonstrations of product usage. This study aims to identify potential uncertainties faced by consumers in live commerce and propose strategies to mitigate these uncertainties for streamers and platforms. A research hypothesis was formulated based on prior studies and tested through surveys conducted on consumers aged 20 and above with live commerce experience. The study revealed that a streamer's credibility (trustworthiness, expertness, and reputation) significantly impacts purchase intention by mitigating uncertainty. The platform's return policy also interacted with product uncertainty, influencing consumer purchase intention. These findings provide a roadmap for creating a tailored service strategy for live commerce platforms, focusing on reducing uncertainty in the product purchase process.

Development of Web Credibility Evaluation Model Using AHP (AHP를 이용한 웹 사이트 신뢰성 평가 모델 개발)

  • Kim, Young-Kee
    • Journal of Korean Library and Information Science Society
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    • v.39 no.4
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    • pp.51-69
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    • 2008
  • This study tired to develop the web credibility evaluation model by calculating weighted values and sensitivities of indicators which presented on preceding researches using Analytic Hierarchy Process. "Expert Choice 2000" was used as the tool for analysing AHP. 25 experts are answered for this questionnaire who are selected by judgement sampling method, one of the non-probability sampling method. Also, sensitivity analyses was performed to graphically see how the alternatives change with respect to the importance of the indicators or sub-indicators. The main results are summarized as followings; i) importance analysis in first level factors: trust-worthiness(0,606), expertness(0.222), safety(0.173), ii) importance analysis in second level factors: trustfulness (0.519), reputation(0.087), usefulness (0.102), timeliness(0,093), competency(0.027), security(0.115), reliability(0,058). iii) some of the importance analysis in third level factors: the site provides comprehensive information that is attributed to a specific source(0.252), the site has articles that list citations and references(0.153), the site contains user opinions and reviews(0.072), etc. iv) sensitivity analyses showed that the importance of the indicators or sub-indicators are slightly changed with respect to the alternatives change.

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The Impact of Influencers' Characteristics on YouTube Information Adoption and Purchase Intention (인플루언서 속성이 유튜브 정보수용과 구매의도에 미치는 영향)

  • Park, So Jin;Oh, Chang Gyu
    • The Journal of Information Systems
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    • v.30 no.1
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    • pp.179-204
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    • 2021
  • Purpose The purpose of this study is to suggest a research model that shows how Youtube influencers affect consumers' Youtube information adoption and purchase intention. Generally, a communicator's character has a significant effect on the persuasiveness of the message. This study segments influencer characteristics into five dimensions and explores the effect of five characteristics on perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Design/methodology/approach This study suggests a structural equation model that explains the casual relationship between the five dimensions of Youtuber characteristics and perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Findings There are little research on what and how the characteristics of a Youtube influencer can affect consumers' information adoption and purchase intention of the product. This study is significant in that it provides a research model that examines the effect of Youtuber characteristics on consumers' information adoption and purchase intention. This research discovered that the dimensions of trustworthiness and attractiveness of influencer affect information adoption and purchase intention through the mediate variables.

Evaluation of the Dynamic Modulus by using the Impact Resonance Testing Method (비파괴충격파 시험법을 이용한 동탄성계수 평가)

  • Kim, Dowan;Jang, ByungKwan;Mun, Sungho
    • International Journal of Highway Engineering
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    • v.16 no.3
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    • pp.35-41
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    • 2014
  • PURPOSES : The dynamic modulus for a specimen can be determined by using either the non-destructed or destructed testing method. The Impact Resonance Testing (IRT) is the one of the non-destructed testing methods. The MTS has proved the source credibility and has the disadvantages which indicate the expensive equipment to operate and need a lot of manpower to manufacture the specimens because of the low repeatability with an experiment. To overcome these shortcomings from MTS, the objective of this paper is to compare the dynamic modulus obtained from IRT with MTS result and prove the source credibility. METHODS : The dynamic modulus obtained from IRT could be determined by using the Resonance Frequency (RF) from the Frequency Response Function (FRF) that derived from the Fourier Transform based on the Frequency Analysis of the Digital Signal Processing (DSP)(S. O. Oyadigi; 1985). The RF values are verified from the Coherence Function (CF). To estimate the error, the Root Mean Squared Error (RMSE) method could be used. RESULTS : The dynamic modulus data obtained from IRT have the maximum error of 8%, and RMSE of 2,000MPa compared to the dynamic modulus measured by the Dynamic Modulus Testing (DMT) of MTS testing machine. CONCLUSIONS : The IRT testing method needs the prediction model of the dynamic modulus for a Linear Visco-Elastic (LVE) specimen to improve the suitability.

The Effect of Influencer Factors in Personal Media Contents on Purchase Intention (1인 미디어 콘텐츠의 인플루언서 요인이 상품 구매 의도에 미치는 영향: 브랜드 진정성의 매개효과를 중심으로)

  • Yu, Ines Hyunju;Kim, Hun
    • The Journal of the Korea Contents Association
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    • v.20 no.1
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    • pp.45-59
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    • 2020
  • This study is to examine the effects of personal media influencer's source credibility (attractiveness, trustworthiness, expertise) and content authenticity on brand authenticity and product purchase intention. An online survey was conducted, on which the respondents were asked to watch the embedded contents of the influencer provided on YouTube before answering the questionnaire. The results of the regression analysis showed that both influencer expertise and content authenticity had a positive effect on brand authenticity. Moreover, brand authenticity had a positive effect on purchase intention and had a mediating effect between purchase intention and content authenticity. The findings are meaningful in that they not only analyze empirical advertising effects of personal media and media contents but also expand the scope of research on authenticity. This study also provides strategic implications for personal media influencers and companies which want to collaborate with influencers.

An Longitudinal Analysis of Changing Beliefs on the Use in IT Educatee by Elaboration Likelihood Model (정교화 가능성 모형에 의한 IT 피교육자 신용 믿음 변화의 종단분석)

  • Lee, Woong-Kyu
    • Asia pacific journal of information systems
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    • v.18 no.3
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    • pp.147-165
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    • 2008
  • IT education can be summarized as persuading the educatee to accept IT. The persuasion is made by delivering the messages for how-to-use and where-to-use to the educatee, which leads formulation of a belief structure for using IT. Therefore, message based persuasion theory, as well as IT acceptance theories such as technology acceptance model(TAM), would play a very important role for explaining IT education. According to elaboration likelihood model(ELM) that has been considered as one of the most influential persuasion theories, people change attitude or perception by two routes, central route and peripheral route. In central route, people would think critically about issue-related arguments in an informational message. In peripheral route, subjects rely on cues regarding the target behavior with less cognitive efforts. Moreover, such persuasion process is not a one-shot program but continuous repetition with feedbacks, which leads to changing a belief structure for using IT. An educatee would get more knowledge and experiences of using IT as following an education program, and be more dependent on a central route than a peripheral route. Such change would reformulate a belief structure which is different from the intial one. The objectives of this study are the following two: First, an identification of the relationship between ELM and belief structures for using IT. Especially, we analyze the effects of message interpretation through both of central and peripheral routes on perceived usefulness which is an important explaining variable in TAM and perceived use control which have perceived ease of use and perceived controllability as sub-dimensions. Second, a longitudinal analysis of the above effects. In other words, change of the relationship between interpretation of message delivered by IT education and beliefs of IT using is analyzed longitudinally. For achievement of our objectives, we suggest a research model, which is constructed as three-layered. While first layer has a dependent variable, use intention, second one has perceived usefulness and perceived use control that has two sub-concepts, perceived ease of use and perceived controllability. Finally, third one is related with two routes in ELM, source credibility and argument quality which are operationalization of peripheral route and central route respectively. By these variables, we suggest five hypotheses. In addition to relationship among variables, we suggest two additional hypotheses, moderation effects of time in the relationships between perceived usefulness and two routes. That is, source credibility's influence on perceived usefulness is decreased as time flows, and argument quality's influence is increased. For validation of it, our research model is tested empirically. With measurements which have been validated in the other studies, we survey students in an Excel class two times for longitudinal analysis. Data Analysis is done by partial least square(PLS), which is known as an appropriate approach for multi-group comparison analysis with a small sized sample as like this study. In result. all hypotheses are statistically supported. One of theoretical contributions in this study is an analysis of IT education based on ELM and TAM which are considered as important theories in psychology and IS theories respectively. A longitudinal analysis by comparison between two surveys based on PLS is also considered as a methodological contribution. In practice, finding the importance of peripheral route in early stage of IT education should be notable.

Event date model: a robust Bayesian tool for chronology building

  • Philippe, Lanos;Anne, Philippe
    • Communications for Statistical Applications and Methods
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    • v.25 no.2
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    • pp.131-157
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    • 2018
  • We propose a robust event date model to estimate the date of a target event by a combination of individual dates obtained from archaeological artifacts assumed to be contemporaneous. These dates are affected by errors of different types: laboratory and calibration curve errors, irreducible errors related to contaminations, and taphonomic disturbances, hence the possible presence of outliers. Modeling based on a hierarchical Bayesian statistical approach provides a simple way to automatically penalize outlying data without having to remove them from the dataset. Prior information on individual irreducible errors is introduced using a uniform shrinkage density with minimal assumptions about Bayesian parameters. We show that the event date model is more robust than models implemented in BCal or OxCal, although it generally yields less precise credibility intervals. The model is extended in the case of stratigraphic sequences that involve several events with temporal order constraints (relative dating), or with duration, hiatus constraints. Calculations are based on Markov chain Monte Carlo (MCMC) numerical techniques and can be performed using ChronoModel software which is freeware, open source and cross-platform. Features of the software are presented in Vibet et al. (ChronoModel v1.5 user's manual, 2016). We finally compare our prior on event dates implemented in the ChronoModel with the prior in BCal and OxCal which involves supplementary parameters defined as boundaries to phases or sequences.

Influencer Marketing: Factors Influencing A Customer's Purchase Intention

  • NILOY, Ahnaf Chowdhury;ALAM, Jawad Bin;ALOM, Md. Shah
    • Asian Journal of Business Environment
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    • v.13 no.1
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    • pp.21-30
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    • 2023
  • Purpose: The study analyzes the impact of attitudes toward food influencers on consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward food influencers. Research design, data and methodology: Based on the responses collected from 500 randomly selected consumers, the study analyzes the relationship based on the factors of influencer marketing. The authors test the conceptual model using multivariate linear regression analysis after validating the internal consistency of the data using Cronbach's Alpha reliability test and exploratory factor analysis (EFA). Results: The study finds that purchase intention is positively correlated and significantly impacted by the attitude towards influencer. The study further finds that attitude towards influencer is positively correlated and significantly impacted by source attractiveness, product match up, and source familiarity. However, source credibility is found to be an insignificant construct impacting attitude towards influencer. Conclusions: The study gives a guided solution to marketers and brand practitioners about the importance of influencer marketing in the food industry and its effectiveness in generating purchase intention. The present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward food influencers and consumer purchase intention. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on purchase intention in the food industry.

The influence of health information source credibility and e health literacy on health information orientation of parents of local hospitalized children (일부도시 입원 아동 부모의 건강정보원에 대한 신뢰도와 전자 건강문해력이 건강정보지향에 미치는 영향)

  • Kim, Kyoung-Ja;Lee, In-Sook
    • Journal of Digital Convergence
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    • v.14 no.6
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    • pp.295-307
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    • 2016
  • The purpose of this study was to explore the influence of credibility of health information (CHI) source and e health literacy (eHL) on health information orientation (HIO) of parents of hospitalized children. Convenience sampling method of 109 parent whose children were admitted in a children's hospital in D city was used. The hierarchial regression model with general characteristics and characteristics of children for step 1 and eHL and CHI for step 2 against HIO was statistically significant (F=8.22, p<.001). And this model could explain 40% of HIO ($R^2$=.40). Especially, eHL (${\beta}$=.54, p<.001) and CHI (${\beta}$=.21, p=.008), subjective health perception (${\beta}$=.19, p=.016), and age (${\beta}$=-0.15, p=.048) were identified the influencing factors on HIO. Based on these findings, to foster the HIO of parents of inpatient children, credible health information should be given to these population and a approach with eHL enhancement should be considered. And further research that is to explore the way to enhance the eHL should be carried out to suggest the practical application

The Effects of E-WOM in Selecting the Mobile Application (모바일 어플리케이션 선택과정에서 전자적 구전의 효과)

  • Lee, Kook-Yong
    • The Journal of the Korea Contents Association
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    • v.17 no.1
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    • pp.80-91
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    • 2017
  • The purpose of paper is to confirm the role of E-WOM(Electronic Worth of Mouth) in decision making of selecting the mobile application via smart-phone or tablet pc. Particularly i wished to confirm the effects of others' positive or negative reviews in purchasing(free downloading) mobile applications. To resolve these research questions, the secondary data or previous research were collected and arranged theoretically. From literature research, i made out the proposed model to explain the relationships between the variables, executed the operational definitions and 14 Hypotheses were established, collected the survey data of 228 mobile application users. Using the empirical test analysis, previous performances to confirm the construct validity and internal consistency and PLS(Partial Least Square) modelling method was executed. The test result showed that proposed relations of variables was empirically identified, therefore, i got the conclusion as followings; First, attributes of mobile application users' reviews have the effects positively to usefulness perception and expected performance. Second, it was significantly tested Usefulness of Online Review and Expected Performance. Second, Usefulness of Online Review, Source Credibility and Expected Performance have effect positively to Intention of Review Adoption.