온라인 정보의 신뢰성 및 정보 활용의도 사이의 지각된 위험과 유용성의 매개효과에 관한 연구 Mediating Effects of Perceived Risk and Usefulness between Online Information Credibility and Intention to Use원문보기
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.
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.
Using the theory of attribution, this study investigates the determinants if controllability and explores underlying dimensions of online information credibility, and then investigates if the credibility of online information influences the users' intention to use the online information for evaluati...
Using the theory of attribution, this study investigates the determinants if controllability and explores underlying dimensions of online information credibility, and then investigates if the credibility of online information influences the users' intention to use the online information for evaluating or judging the involved products. Moreover, as a research attempt to investigate the impacts of online information credibility, this study examines whether the main effect of perceived online information credibility on the intention of using online information to make a decision of purchase is mediated by both perceived risk and perceived usefulness. A total of 287 survey forms were collected from online consumers. We examined reliability by exploring internal consistency of the multiple item scales in the overall sample. Convergent and discriminant validity were also examined for evidence of construct validity. Then, PLS technique was employed to test the research model. As a result of analyzing data from a dataset of 287 responses via PLS technique, it is found that (1) both sources (controllability and stability) of perceived credibility are significantly associated with both perceived risk and perceived usefulness, and (2) perceived risk as well as perceived usefulness partially mediate the link between the two sources of credibility and intention to use. The findings of this study also suggest that the two dimensions of online information credibility influence information recipient's intention to use. Moreover, the online information including descriptions about controllability and stability can trigger potential consumers to perceive risk about consumption of the informed products and services. Therefore, providing online information with highly described controllability and stability can increase not only the credibility of the online information itself, but also the intention to use the online information through perceived risk and usefulness.
Using the theory of attribution, this study investigates the determinants if controllability and explores underlying dimensions of online information credibility, and then investigates if the credibility of online information influences the users' intention to use the online information for evaluating or judging the involved products. Moreover, as a research attempt to investigate the impacts of online information credibility, this study examines whether the main effect of perceived online information credibility on the intention of using online information to make a decision of purchase is mediated by both perceived risk and perceived usefulness. A total of 287 survey forms were collected from online consumers. We examined reliability by exploring internal consistency of the multiple item scales in the overall sample. Convergent and discriminant validity were also examined for evidence of construct validity. Then, PLS technique was employed to test the research model. As a result of analyzing data from a dataset of 287 responses via PLS technique, it is found that (1) both sources (controllability and stability) of perceived credibility are significantly associated with both perceived risk and perceived usefulness, and (2) perceived risk as well as perceived usefulness partially mediate the link between the two sources of credibility and intention to use. The findings of this study also suggest that the two dimensions of online information credibility influence information recipient's intention to use. Moreover, the online information including descriptions about controllability and stability can trigger potential consumers to perceive risk about consumption of the informed products and services. Therefore, providing online information with highly described controllability and stability can increase not only the credibility of the online information itself, but also the intention to use the online information through perceived risk and usefulness.
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문제 정의
As Weiner (1985) argues, prior studies employing attribution theory could have enhanced their theoretical contributions by attributional dimensions with other individual beliefs, emotions, and behaviors. Associating the underlying dimensions of attributional logic with other conceptual frameworks derived from related disciplines, this research extends the utilization and applicability of attribution theory to the area of online information credibility. The research findings in this paper suggest that attributional perspective on online information credibility would greatly improve our understanding of what and how online information credibility influences individuals’ cognitive state and intension.
Recognizing the lack of this issue, this study is one of the first to extend attribution theory’s application to understand how individuals use causal ascription to examine online information credibility. Based on a sound theoretical perspective of attribution theory, the research demonstrates that individuals assess the underlying dimensions of online information credibility as they deal with the online information posted by others. The findings of this study suggest that an online information receiver is likely to assess information credibility with attributional dimensions.
Drawing upon the previous literature, this study seeks to investigate the effects of information credibility generated by a consumer (sender) on other consumers (receiver) in the context of customer-to-customer e-business. In addition, this study examines how information credibility influences consumer attitudes and behaviors.
Drawing upon the previous literature, this study seeks to investigate the effects of information credibility generated by a consumer (sender) on other consumers (receiver) in the context of customer-to-customer e-business. In addition, this study examines how information credibility influences consumer attitudes and behaviors. Although consumers are exposed to the same online message and then perceive similar degrees of information credibility, the process that individuals use to manage the posted information for further evaluation varies from one to another, especially if one’s perception of the posted online information fluctuates with perceived risks, usefulness, or situational contexts.
Recognizing the lack of this issue, this study is one of the first to extend attribution theory’s application to understand how individuals use causal ascription to examine online information credibility.
Those interventions found to influence the mediating variable can be used to increase the possibility of using the online information for actual purchase behavior without solely relying on information credibility, thus enhancing predictive power. Therefore, the findings of this study provide a solution to identify more credible online information posted by consumers and to improve the possibility of using the online information for an actual purchase.
Going one step further, we seek to investigate the influence of these underlying attributional dimensions in information credibility on other critical constructs such as perceived risk and usefulness representing consumer’s cognitive state. This study attempts to understand how an individual deliberates online information credibility in terms of causal inference and its effects on perceived risk and usefulness in formulating attitude in e-business context.
This study examined the effect of online credibility on intention to use mediated by perceived risk and usefulness in order to understand whether controllability and stability described in the online information influences a consumer’s intention to use the online information in purchasing behavior in the future.
This study has theoretical implications for the nature of online information credibility by employing attribution theory and other conceptual works from related disciplines. Prior research provides a parsimonious representation of the key constructs in individuals’ process of determining online information credibility with strong predictive power.
The other prior studies that investigated information credibility (Flanagin and Metzger, 2000) has focused relatively more on the factors influencing the user’s perceived Web site quality, not the impact of information credibility on intention to use the presented information in the environment of Customer-to-Customer Web site. Thus, these studies have placed the research of interest on revealing the antecedents that create credibility perceived by consumers in online transactions.
가설 설정
H1a: Controllability of online information is negatively associated with perceived risk in making a better decision of purchase.
H1b: Stability of online information is negatively associated with perceived risk in making a better decision of purchase.
H1c: Perceived risk is negatively associated with intention to use the online information.
H2a: The perceived risk mediates the impact of controllability in information credibility on intention to use the online information.
H2b postulates the mediation effect of perceived risk between stability and the intention to use. The direct relationship between stability and intention to use was significant (b=.
H2b: The perceived risk mediates the impact of stability in information credibility on intention to use the online information.
H3a: Controllability of the online information is positively associated with perceived usefulness in making a better decision of purchase.
H3b: Stability of the online information is positively associated with perceived usefulness in making a better decision of purchase.
H3c: Usefulness is positively associated with intention to use the online information.
With this empirical result, H2a is partially supported. H4a hypothesizes the mediation effect of usefulness on the relationship between controllability and intention to use. The direct impact of controllability on intention to use is decreased when usefulness is included in the full model (from b=.
H4a: Usefulness of online information mediates the impact of controllability in information credibility on intention to use the online information.
H4b: Usefulness of online information mediates the impact of stability in information credibility on intention to use the online information.
제안 방법
This study is finally able to organize the research model shown in [Figure 1]. As discussed earlier, this study explores online information credibility from the theoretical perspective of attribution theory and its effects on consumer perception by relating it to other related conceptual frameworks such as risk/benefit perception and TAM. Attribution theory is used to investigate causal inference process about the information credibility, while risk/benefit perception and TAM is employed to explain the role of usefulness in mediating the impact of information credibility on intention to use the information.
Employing confirmatory factor analysis (CFR), this study examined the reliability and validities of the measurements. First, reliability of the measured scales was assessed using Cronbach’s Alpha and composite reliability, which are an indication of the internal consistency of the items measuring the same construct.
Employing the theory of attribution, this study explains the effects of credibility resulting from information, primarily concentrating on the online messages posted by individual consumers. This theory is chosen for particular reasons.
The study collected data through two steps. First, an initial questionnaire was developed by adopting or adapting survey items measured in prior literature and then these survey items were translated into Korean by two professional translators who were not aware of the objective of the study. With this questionnaire translated into Korean, a pilot survey was conducted with 30 graduate students at a university in South Korea to obtain feedback.
Further, unlike prior literature focusing only on the direct effect of information credibility in e-business context, this research investigates both direct and indirect, mediating effects of it on online consumers’ intention through perceived risk and perceived usefulness.
Modifying Swanson and Kelley (2001)’s items, this study examined controllability with four items measuring the extent to which subjects perceive that the causes of the problems described in the online message could have been controlled by the responsible party.
Recognizing the purpose of this study which is to investigate how people process the credible information presented on Web sites, this study leaves out the construct of attitude from the original TAM model; instead focusing on the direct impact of credible information on a reader’s perception of usefulness for better decision-makings, and on the mediation effect of usefulness between credible information and intention to use.
Secondly, beyond showing how an individual evaluates online information credibility in e-business context, this research examines the effects of online information credibility on perceived risk, usefulness, and intention to use the online information. As Weiner (1985) argues, prior studies employing attribution theory could have enhanced their theoretical contributions by attributional dimensions with other individual beliefs, emotions, and behaviors.
Thus, the theory of attribution can provide a theoretical basis to explore the underlying constructs of online information credibility. Specifically, this study uses the theory to investigate what dimensions and which process a consumer evaluates the credibility of online information.
With this questionnaire translated into Korean, a pilot survey was conducted with 30 graduate students at a university in South Korea to obtain feedback. The comments and suggestions from this pilot test were used to develop the final questionnaire. Next, this refined questionnaire was administered to 300 students (Undergraduate= 182, Graduate=128) enrolled at the same university (on a volunteer basis).
(2000) were adopted for this study. The subjects were asked to select a corresponding number based on adjectives of semantic differential measures that best characterizes their decision of purchasing a relevant product (significant opportunity / significant risk; high potential for gain / high potential for loss; very positive situation / very negative; very unlikely / very likely) on a 7-point Likert scale. Usefulness was measured with four items which were developed by modifying Davis et al.
This study examines the process by which individual receivers use the credible online information for further attitude change, decision-making, and consumption behaviors. Therefore, because the exposure to online information involves individual and informal information processing, it is necessary to investigate how well an individual understands, and how much control they have over, the posted online message.
To extend the perspective of attribution theory to the field of online information, this study focuses more on exploring the underlying dimensions, stability and controllability in online information credibility. Therefore, this study posits that the different degree of credibility among individuals toward online information may be caused by two different dimensions which differ in the consequences of individual subjects’ online information processing.
대상 데이터
First, an initial questionnaire was developed by adopting or adapting survey items measured in prior literature and then these survey items were translated into Korean by two professional translators who were not aware of the objective of the study. With this questionnaire translated into Korean, a pilot survey was conducted with 30 graduate students at a university in South Korea to obtain feedback. The comments and suggestions from this pilot test were used to develop the final questionnaire.
데이터처리
The PLS generates path coefficients that are similar to regression coefficients in regression analysis. Using SmartPLS 2.0 (Ringle et al., 2005) software, this study employed a repetitive bootstrapping procedure (1,000 resampling iterations) to calculate a t-value on each path coefficient. As a result, the significance of the hypothesis is assessed by a one-tail t-test distribution with d.
이론/모형
In this paper, attribution theory is applied to explore the underlying dimensions of online information credibility within the context of e-business. Going one step further, we seek to investigate the influence of these underlying attributional dimensions in information credibility on other critical constructs such as perceived risk and usefulness representing consumer’s cognitive state.
To test hypotheses via a path analysis, this study employed PLS (Partial Least Square) which estimates the magnitude of the linkages among constructs (Asher, 1983; Kline, 2005). The PLS generates path coefficients that are similar to regression coefficients in regression analysis.
성능/효과
First, reliability of the measured scales was assessed using Cronbach’s Alpha and composite reliability, which are an indication of the internal consistency of the items measuring the same construct.
In conclusion, this research indicates that (1) we can expand underlying dimensions of online information credibility, applying attribution theory, and (2) integration attributional dimensions with critical factors derived from other related theoretical frameworks can improve our understandings of online information credibility’s intrinsic effects on consumers.
Besides, it is found that usefulness partially mediated the relationship between controllability/ stability and intention to use. The findings of this research demonstrate that two dimensions of online information credibility are significant antecedent of intention to use and that perceived risk/usefulness partially mediates the effect of controllability/stability on intention to use. The most important finding was to identify variables that potentially mediate the effect of the two dimensions in online information credibility on intention to use.
Further, unlike prior literature focusing only on the direct effect of information credibility in e-business context, this research investigates both direct and indirect, mediating effects of it on online consumers’ intention through perceived risk and perceived usefulness. The findings reported that providing online information with highly described controllability and stability can increase not only online information credibility, but also the intention to use the online information through perceived risk and usefulness. This could be a useful starting point for additional research to further investigate the link between attributional dimensions and individuals’ perception and reaction, including other critical constructs in e-business context.
The research findings in this paper suggest that attributional perspective on online information credibility would greatly improve our understanding of what and how online information credibility influences individuals’ cognitive state and intension.
후속연구
Second, this study needs to investigate one’s causal inference process in terms of online information credibility.
This could be a useful starting point for additional research to further investigate the link between attributional dimensions and individuals’ perception and reaction, including other critical constructs in e-business context.
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