同性恋
可靠性
来源可信度
用户生成的内容
结构方程建模
背景(考古学)
感知
社会化媒体
心理学
广告
态度
社会心理学
前因(行为心理学)
社会交换理论
业务
计算机科学
政治学
万维网
地理
神经科学
法学
考古
机器学习
作者
Julian K. Ayeh,Norman Au,Rob Law
标识
DOI:10.1177/0047287512475217
摘要
Recent press reports and complaints by hoteliers have called into question the credibility of travel-related user-generated content (UGC). Yet our understanding of the role of credibility perceptions in the context of UGC is limited, notwithstanding the rising interest in social media. Using an online survey of 661 travel consumers, this study applies the component-based structural equation modeling technique of partial least squares to examine online travelers’ perceptions of the credibility of UGC sources and how these perceptions influence attitudes and intentions toward UGC utilization in the travel planning process. The model also draws on the theory of homophily to make predictions about the antecedent of credibility. Results validate the Source Credibility Theory in the context of UGC but also accentuate the central mediating role of attitude. In addition, the study finds support for perceptual homophily as a critical determinant of both credibility and attitude. Theoretical and managerial implications are highlighted.
科研通智能强力驱动
Strongly Powered by AbleSci AI