Consumers' Trust in Persuasion: Objective Versus Biased Elaboration Likelihood in China's E-Commerce Advertising

被引：5
|
作者：
Deng, Fengyi [1 ,2 ]
Huang, Heshui [2 ,3 ]
Cheng, Hong [4 ,5 ]
机构：
[1] Chongqing Technol & Business Univ, Sch Business Adm, Nanan Dist, Peoples R China
[2] Xiamen Univ, Sch Journalism & Commun, Xiamen, Peoples R China
[3] Beijing Normal Univ, Beijing, Peoples R China
[4] Loyola Univ Chicago, Sch Commun, Chicago, IL USA
[5] Penn State Univ, State Coll, PA USA
来源：
JOURNALISM & MASS COMMUNICATION QUARTERLY | 2022年 / 99卷 / 04期
关键词：
elaboration likelihood model; e-commerce trust; disposition to trust; institution-based trust; advertising; China; B2C E-COMMERCE; MODERATING ROLE; MODEL; DESIGN; EXPERIENCE; INTENTION; QUALITY; RISK;
D O I：
10.1177/10776990211045369
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Based on the elaboration likelihood model (ELM), this study examined the role of consumers' initial trust in the persuasion process in e-commerce advertising in China. The results of two experiments revealed two significant moderators of the central route for processing of information: the disposition to trust (negative moderator) and institution-based trust (IBT; positive moderator). Specifically, low disposition to trust strengthened the influence of argument quality on consumers' product attitude and purchase intention. The same effect occurred under conditions of high IBT. However, when it came to the peripheral route, the effects of disposition to trust and IBT were not significant.
引用
收藏
页码：1126 / 1147
页数：22
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