• The Journal of the Korea Contents Association
• /
• v.21 no.9
• /
• pp.209-220
• /
• 2021

The purpose of this study is to examine the effect of donation campaigns ambassador model in non-profit organizations. To analyze the research hypothesis, the independent variables (high awareness-high expertise, high awareness-low expertise, low awareness-expertise, low awareness-low expertise) and the dependent variables (source credibility, message credibility, attitude toward the organization, and donation intention) were measured. Interaction effect was found on the source credibility, message credibility, and donation intention. The interaction effect showed that public perceived positively if the ambassador has high cognition level on the condition of low expertise. However, the attitude toward the organization according to the PR ambassador type was not significant. The study suggested that the non profit organization would better use the ambassador of high cognition rather than expertise.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.11
• /
• pp.179-190
• /
• 2021

The purpose of this study is to understand the impact of influencers on generation Z (Gen Z) in the online environment. This article has applied the theories of source credibility, TAM, IAM, and TPB to identify influencer characteristics that affect the purchasing behaviors of Gen Z customers. This research was conducted using a Google Form survey with 24 pre-designed questions. A total of 464 valid questionnaires from Gen Z Vietnamese were collected between November 2020 and January 2021. Data was analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3 software. The analysis results confirmed that the components of influencer credibility have a positive impact on Gen Z's purchasing behaviors under the mediated influence of argument quality, perceived usefulness, and social influence. Surprisingly, for Gen Z, the influencers' attractiveness has the strongest impact on their online behavior. More specifically, attractiveness plays the most important role in the perceived usefulness and social influence of Gen Z customers, while influencers' expertise has the strongest impact on argument quality delivered to customers. This study provides evidence of a change in the way Gen Z responds to marketing activities. They are more drawn by the attraction of influencers than their expertise.

• Journal of the Korean Society for Library and Information Science
• /
• v.54 no.1
• /
• pp.303-324
• /
• 2020

This study investigates the credibility judgements of information by tweens using digital media and information. Particularly, the study focused on tweens' perception of internet research and information use and on their credibility judgement of source and message, internet service providers, and on consulting with others for their credibility judgement. The survey methodology was used to collect data from grade 5 and 6 students in two elementary schools whose parents are likely in middle and upper class. 336 valid questionnaires were collected among 400. Descriptive statistics, factor analysis, and t-test were used to analyze the data collected using SPSS 25. Findings suggested that tweens understood the importance of using smart media and computers, that they used Youtube, Naver, Kakao talk, Naver JisikIN much in sequence, and that they believed the Internet research was easy and fun. Using exploratory factor analysis, the survey questions for credibility judgement were classified into three factors: Internet service providers, sources and information, and consulting with others. Tweens used sources and information credibility, consulting with others credibility, Internet service providers credibility in sequence. However, it was interesting to find that there were greater deviation in answers on knowing how to find out the cognitive authority of the authors and on the importance of using current information. This study suggests the critical need for tweens' credibility judgement research for promoting critical thinking skills as well as for proactive educational practices in schools and libraries on information literacy.

• Asia pacific journal of information systems
• /
• v.28 no.1
• /
• pp.61-74
• /
• 2018

Meeting, Incentive travel, Convention, Exhibition (MICE) industries recently introduced new information systems, such as the exhibition guide system (EGS), to keep pace with Smart MICE and maximize the effect of exhibition performance. We investigate how persuasive EGS can affect the EGS acceptance of attendees via cognitive and affective response. We analyzed data from 442 EGS users at an exhibition. We found that information accuracy, information relevance, and source credibility were predictors of cognitive response. Source credibility had a significant effect on affective response. Furthermore, cognitive response was found to be a positive predictor of affective response and EGS acceptance. We also found affective response is a predictor of EGS acceptance. The theoretical and practical implications of the study were presented based on the results.

• International Journal of Contents
• /
• v.8 no.1
• /
• pp.61-68
• /
• 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
• /
• v.29 no.4
• /
• pp.591-614
• /
• 2019

With the proliferation of social media, it has become easier for people to spread rumors online, which can aggravate the issues arising from online rumors. There are many individuals and organizations that are adversely affected by malicious online rumors. Despite their importance, there has been little research into why and how people spread rumors online, thus inhibiting the understanding of factors that affect the spreading of online rumors. With attention seeking to address this gap, this paper draws upon the dual process theory and the de-individuation theory to develop a theoretical model of factors affecting the spreading of an online rumor, and then empirically tests it using survey data from 211 individuals about a specific rumor. The results indicate that the perceived credibility of the rumor affects the individuals' attitudes toward spreading it, which consequently affects the rumor spreading behavior. Vividness, confirmation of prior beliefs, argument strength, and source credibility positively influence the perceived credibility of online rumors. Finally, anonymity moderates the relationship between attitude toward spreading online rumors and the spreading behavior.

• Information Systems Review
• /
• v.25 no.2
• /
• pp.205-227
• /
• 2023

Recently, Virtual Human(VH) has begun to appear in various media, not only on social media, but also in advertisements, music sources, and dramas. Virtual human has become a primary marketing tool for companies, but there also exist concerns when the companies do not disclose the identities of virtual humans. Accordingly, it is necessary to examine users' responses toward content that features virtual humans. This study aimed to examine how the exposure of virtual humans in the content affects users' perceptions. Therefore, the study defined the concept of 'VH Disclosure(VHD)', referring to the exposure of the virtual human's identity, and explored the impact of VH disclosure on attitude toward the ad (Hedonism, Utilitarianism, and Interestingness) and source credibility (Trustworthiness and Expertise). The study conducted an experimental survey with 302 respondents. Regardless of when the ad featured a VH or a human, the results showed that there was no significant difference between users' attitudes and source credibility. The results revealed that it was more effective to disclose the VH in social media feeds than directly reveal the VH's identity in the content. Therefore, this study utilizes a new concept of 'VH Disclosure(VHD)' to enhance the understanding of VH and contributes to establishing marketing strategies optimized for consumers in the creation of virtual human-related content.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.159-189
• /
• 2012

What attracts consumers to bloggers' reviews? Consumers would be attracted both by the Bloggers' expertise (i.e., knowledge and experience) and by his/her unbiased manner of delivering information. Expertise and trustworthiness are both virtues of information sources, particularly when there is uncertainty in decision-making. Noting this point, we postulate that consumers' motives determine the relative weights they place on expertise and trustworthiness. In addition, our hypotheses assume that tie strength moderates consumers' expectation on bloggers' expertise and trustworthiness: with expectation on expertise enhanced for power-blog user-group (weak-ties), and an expectation on trustworthiness elevated for personal-blog user-group (strong-ties). Finally, we theorize that the effect of credibility on willingness to accept a review is moderated by tie strength; the predictive power of credibility is more prominent for the personal-blog user-groups than for the power-blog user groups. To support these assumptions, we conducted a field survey with blog users, collecting retrospective self-report data. The "gourmet shop" was chosen as a target product category, and obtained data analyzed by structural equations modeling. Findings from these data provide empirical support for our theoretical predictions. First, we found that the purposive motive aimed at satisfying instrumental information needs increases reliance on bloggers' expertise, but interpersonal connectivity value for alleviating loneliness elevates reliance on bloggers' trustworthiness. Second, expertise-based credibility is more prominent for power-blog user-groups than for personal-blog user-groups. While strong ties attract consumers with trustworthiness based on close emotional bonds, weak ties gain consumers' attention with new, non-redundant information (Levin & Cross, 2004). Thus, when the existing knowledge system, used in strong ties, does not work as smoothly for addressing an impending problem, the weak-tie source can be utilized as a handy reference. Thus, we can anticipate that power bloggers secure credibility by virtue of their expertise while personal bloggers trade off on their trustworthiness. Our analysis demonstrates that power bloggers appeal more strongly to consumers than do personal bloggers in the area of expertise-based credibility. Finally, the effect of review credibility on willingness to accept a review is higher for the personal-blog user-group than for the power-blog user-group. Actually, the inference that review credibility is a potent predictor of assessing willingness to accept a review is grounded on the analogy that attitude is an effective indicator of purchase intention. However, if memory about established attitudes is blocked, the predictive power of attitude on purchase intention is considerably diminished. Likewise, the effect of credibility on willingness to accept a review can be affected by certain moderators. Inspired by this analogy, we introduced tie strength as a possible moderator and demonstrated that tie strength moderated the effect of credibility on willingness to accept a review. Previously, Levin and Cross (2004) showed that credibility mediates strong-ties through receipt of knowledge, but this credibility mediation is not observed for weak-ties, where a direct path to it is activated. Thus, the predictive power of credibility on behavioral intention - that is, willingness to accept a review - is expected to be higher for strong-ties.

• Journal of Korea Society of Industrial Information Systems
• /
• v.29 no.2
• /
• pp.81-99
• /
• 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.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.2
• /
• pp.213-219
• /
• 2020

Studies related to Electronic Word-of-Mouth (eWOM) show that the acceptance of eWOM information is an important factor in customer purchase decisions. When consumers accept eWOM information, they tend to use that information in considering before making purchase decisions. In Viet Nam, there are few studies about eWOM information, especially on the acceptance of eWOM information. Research is conducted to test the influence of consumers on the perception of the senders' identity to the acceptance of online reviews (a kind of eWOM) in Viet Nam - a case study in Ho Chi Minh City. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 522 consumers who use the Internet to search for product reviews before buying and used Structural Equation Modeling (SEM) to test the relationships among the variables. The research results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Senders' Identity, Perceived Message Credibility, Message Acceptance attain the validity and reliability in the research. The research contributes to the understanding of the determinants that influence the acceptance of eWOM information, which are informational factors, and factors related to consumer skepticism.