تحقیقات بازار یابی نوین (Feb 2023)
The Effect of Information Quality and Source Credibility on Information Adoption in Online Communities
Abstract
Consumers have become much more sensitive to the opinions of others than in the past. Criticism and praise of products based on previous experience are essential for consumers to make decisions. With the increasing spread of the Internet, social media, and mobile phones, traditional word of mouth has been replaced by electronic word of mouth. Information quality and source credibility play a key role among them. The present study has examined the relationship between information quality and source credibility on the information adoption by the customer through the information usefulness in the framework of the information adoption model. In order to achieve the objectives of the research, a sample of 274 questionnaires of consumers who had at least one online shopping experience was examined. Excel, SPSS, and smart-pls software were used for statistical analysis and hypothesis testing. Five hypotheses have been tested based on the theoretical model derived from the research literature. The results show that the higher the information quality (more vital), the higher the level of information usefulness, and the higher the perceived source credibility, the higher the degree of usefulness of the information. In addition, the information the consumer perceives as applicable significantly positively affects information adoption. On the other hand, the moderating variable of the nature of the website did not affect the relationship between information quality, source credibility, and information adoption. The findings of this study can be influential in the development of relevant research and consumer behavior in online communities.IntroductionCommunication platforms are transitioning from physical spaces to digital spaces. The Internet has fundamentally changed the framework of traditional business. For billions of people, new media technology has become a part of everyday life. This research intends to look at how the information quality and source credibility on the information adoption by the customer through the information usefulness and moderating website nature role on the users' willingness or information adoption by consumers. In this study, the information adoption model is used from the perspective of Shannon's (1948) communication model. Deciding on information adoption is an important aspect that comes from digesting the information provided in the exchange of recommended marketing information and thus using it in making an informed purchase decision. Use the information adoption model. This study explains how electronic word of mouth can influence the consumer's perception of usefulness and subsequent acceptance of the message due to the information quality, the argument, and source credibility. MethodologyThe present study is applied research according to the mentioned purpose and is descriptive in data collection. The tool used in the present study is a questionnaire. A random sampling method is available. Moreover, the target research population, based on the research purpose and background, from among all citizens living in Tehran who have at least once experienced online shopping for personal products such as smart watches, mobile phones, glasses, jewelry, clothes, and cosmetic products in one of these websites: Digikala, Dersa, Digi Mode, Digi Style, and Boutique in the last three years they were selected. Two hundred seventy-four valid questionnaires were analyzed. The questionnaire used in this research consists of two independent variables of information quality, which include five dimensions: Information accuracy, information relevance, information completeness, information understandability, and value-added information, and source credibility, which includes three dimensions of Information quantity, product ranking, and review consistency and the mediating variable of information usefulness and the moderating variable website nature and the dependent variable Information adoption were rated on a 5-point Likert scale. In order to validate the content, a questionnaire was given to the professors, and the intended corrections were applied. Path analysis was done using SPSS and PLS software in the data analysis. FindingsThe significant results of the path coefficients showed that the hypotheses were confirmed except for two cases (hypotheses 4 and 5) in the research. The present research is described below to confirm the hypotheses. Hypothesis 1 (H1): Information quality positively affects information usefulness. According to the statistical analysis, the obtained result shows a strong direct relationship between information quality and usefulness. Hypothesis 2 (H2): source credibility positively affects information usefulness. According to the statistical analysis, the obtained result indicates a positive and significant relationship between the source credibility and information usefulness. Hypothesis 3 (H3): Information usefulness positively affects information adoption by users. According to the statistical analysis, the obtained result indicates a positive and significant relationship between information usefulness and adoption. Hypothesis 4 (H4): The website's nature (independent/commercial) does not moderate the relationship between information quality and usefulness. Also, Hypothesis 5 (H5) shows that: website nature (independent/commercial) does not moderate the relationship between source credibility and information usefulness. Hypothesis 6 (H6): The source credibility positively affects information adoption by users through the mediating variable information usefulness. According to the statistical analysis, the obtained result indicates a positive and significant relationship between the source credibility on information adoption through the information usefulness. Hypothesis 7 (H7): information quality positively affects information adoption by users through the mediating variable information usefulness. ConclusionToday, electronic word of mouth shapes consumers' understanding of products and services. Online comments have become more critical and widespread for consumers' purchasing decisions. However, as false reviews on websites are on the rise, it has become critical for consumers to assess the source's credibility and the source's trust sufficiently. Information quality is crucial for the information adoption process. It shows that higher information quality makes the process of identifying the consumer's understanding and increases the information trust shorter so information can be used more effectively since high-quality information content covers vital areas of products and services, the more valid the review information, the more objective the review experience and the better its effects. On the other hand, consumers use signs such as the level of source expertise and the source reliability to evaluate the information usefulness provided. Therefore, in the field of electronic word of mouth, the expertise of the communication source and its reliability is vital for the consumer when evaluating the information usefulness. Also, information usefulness significantly affects information adoption. This finding shows that perceived information usefulness is vital for consumers because, regardless of the type and website nature or platform from which they receive information, the information usefulness encourages them to accept information.
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