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|Title: ||The effects of advising strength on users' trust/distrust beliefs in online recommendation agents : the moderating role of brand familiarity|
|Other Titles: ||Tui jian yu qi qiang du dui xu ni gu wen yong hu xin ren du/bu xin ren du de ying xiang : yong hu dui pin pai de shu xi du zai qi zhong de cu jin zuo yong yu zu ai zuo yong|
推薦語氣強度對虛擬顧問用戶信任度/不信任度的影響 : 用戶對品牌的熟悉度在其中的促進作用與阻礙作用
|Authors: ||Jia, Yanli (賈艷麗)|
|Department: ||Department of Information Systems|
|Degree: ||Master of Philosophy|
|Issue Date: ||2010|
|Publisher: ||City University of Hong Kong|
|Subjects: ||Internet marketing.|
Brand name products.
|Notes: ||CityU Call Number: HF5415.1265 .J525 2010|
viii, 136 leaves : ill. 30 cm.
Thesis (M.Phil.)--City University of Hong Kong, 2010.
Includes bibliographical references (leaves 118-128)
|Abstract: ||Online recommendation agents are Web-based intelligent consumer decision
support systems, which provide consumers with product advice based their needs
and preferences. Users' trust and distrust beliefs in recommendation agents
influence their use and acceptance of these agents. However, while numerous
studies have investigated users' trust beliefs, such as their antecedents and
consequences, few of them have focused on their conceptual counterpart: distrust
beliefs. This thesis focuses on both of them and conceptualizes users' trust
beliefs as their beliefs in the agents’ credibility and benevolence, whereas their
distrust beliefs as their beliefs in the agents' discredibility and malevolence.
In this thesis, I investigate (1) how the strength of the way a recommendation
agent recommends a product (i.e., advising strength) influences users' trust and
distrust beliefs while taking into account their familiarity with the recommended
product (brand familiarity, in particular); and (2) the distinct and asymmetric
effects of trust and distrust beliefs on several behavioral intentions, including
users' intentions to reuse recommendation agents, their positive word-of-mouth
(WoM) and negative WoM about the recommendation agent.
A laboratory experiment was conducted to testify the hypotheses I have proposed,
and the results provided support for most of the hypotheses. The effects of
advising strength used by a recommendation agent on users' credibility and
discredibility beliefs in the agent are moderated by users' familiarity with the brand of the recommended product. In particular, when users are familiar with
the brand of the recommended product, the strong advising strength leads to
higher users' credibility beliefs (lower discredibility beliefs) than the weak one.
Conversely, when users are not familiar with the product brand, the weak
strength, compared with the strong one, results in higher users' credibility beliefs
(lower discredibility beliefs). However, users' brand familiarity doesn't moderate
the effects of the advising strength on their benevolence or malevolence beliefs.
Furthermore, the results confirm (1) the stronger influence of users' trust beliefs
on their cooperative behaviors (i.e., intention to reuse and positive WoM) than on
their punishment behaviors (i.e., negative WoM) and (2) the stronger influence of
distrust beliefs on punishment behaviors than on the cooperative behaviors.|
|Online Catalog Link: ||http://lib.cityu.edu.hk/record=b3947577|
|Appears in Collections:||IS - Master of Philosophy |
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