政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/71647

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政大機構典藏 > 商學院 > 國際經營與貿易學系 > 期刊論文 > Item 140.119/71647

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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:	2014-11-25 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 連結:	http://dx.doi.org/10.1016/j.intmar.2011.01.002
DOI:	10.1016/j.intmar.2011.01.002
顯示於類別:	[國際經營與貿易學系 ] 期刊論文

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檔案	描述	大小	格式	瀏覽次數
67-74.pdf		288Kb	Adobe PDF2	1075	檢視/開啟

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