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Source Credibility
Source credibility refers to a message recipient’s
perception of the credibility of a message source,
reflecting nothing about the message itself
(Chaiken, 1980).
Research Model
Figure depicts the research model used in this study,
explaining the determinants of information adoption
level within an online consumer community. This
research model was built upon the information
adoption model (Sussman and Siegal, 2003). It
examines individual relationships between argument
quality, source credibility, information usefulness, and
information adoption. Further analysis will be
discussed regarding the components of argument
quality and source credibility
Model
Information adoption
Information adoption is a process in which people
purposefully engage in using information.
Information adoption behavior is one of the
principal activities that users seek to conduct in
virtual communities
The specific cognitive beliefs of information
adoption behavior in virtual communities are,
therefore, essential to investigating the impact of
electronic word-of-mouth.
Information Usefulness
Perceived usefulness refers to the individual’s
perception that using the new technology will
enhance or improve his/her performance
It is a fundamental predictor of user
adoption, with significant correlations to
both current and future self-reported system
usage (Davis, 1989, 1993).
OBJECTIVES
This study is to investigate how eWOM
in online customer communities affects
the consumption decision by
discovering which factors encourage
information adoption.
To facilitate the people.
For making work easy.
For more effective marketing.
As this study focuses on the factors affecting information adoption within
online consumer opinion platforms, the research model was tested based
on an existing online consumer community, justdial.com. justdial.com is a
platform used for sharing information about daily used products in India.
Details about Justdial.com, data collection methods, demographic data
and measures will be discussed in the following sections.
JUST DIAL INTRODUCTION
N %
Valid 50 100.0
Cases Excludeda 0 .0
Total 50 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based N of Items
on Standardized Items
.277 .215 17
Item Item Item Statistics Item
Statistics Statistics Statistics
r1 1.000 .088 -.146 -.110 .190 .330 -.004 -.376 .284 .348
r2 .088 1.000 -.553 .261 .147 -.245 .004 -.334 .336 .151
r3 -.146 -.553 1.000 -.220 -.140 .570 -.262 .194 -.068 -.153
t1 -.110 .261 -.220 1.000 -.121 -.331 .240 .001 -.182 .321
t2 .190 .147 -.140 -.121 1.000 -.082 .212 .140 .413 .032
t3 .330 -.245 .570 -.331 -.082 1.000 -.153 .040 .151 .349
a1 -.004 .004 -.262 .240 .212 -.153 1.000 .224 -.210 .000
a2 -.376 -.334 .194 .001 .140 .040 .224 1.000 -.356 .029
a3 .284 .336 -.068 -.182 .413 .151 -.210 -.356 1.000 -.223
c1 .348 .151 -.153 .321 .032 .349 .000 .029 -.223 1.000
c2 -.311 -.080 .384 .259 .209 .116 -.033 .571 -.056 .024
c3 -.401 -.139 -.073 -.107 .112 -.511 .445 .236 -.226 -.514
iu1 .075 .499 -.584 .219 -.295 -.288 -.012 -.135 .055 .153
iu2 -.188 .355 -.097 -.231 -.202 -.026 -.314 -.253 .464 -.371
iu3 .185 .082 .062 -.076 .604 -.048 -.004 .059 .566 -.306
ia1 .315 .436 -.402 .030 -.387 .134 -.288 -.479 .272 .244
ia2 .088 .182 .298 .092 -.187 .407 -.462 -.242 .352 .043
Scale Statistics
ANOVA
Sum of df Mean F Sig
Squares Square
Between
182.195 16 11.387 8.802 .000
Items
Within
People
Residual 1014.275 784 1.294
AGREE 11 22%
NUTRAL 3 6%
DISAGREE 2 4%
STRONGLY DISAGREE 10 20%
In this we select 50
persons randomly Chart Title
and collect the data SA A N D SD
. in this data we use
linkrt scale method 14% 18%
.In which 18% will 6%
nutral, 6% are
disagree and 14%%
are strongly
disagree with that.
TIMELINES
•T1
In this we select 50
Chart Title
persons randomly and
SA A N D SD
collect the data . in this
0%
data we use linkrt scale
16% 16%
method .In which 48%
will strongly agree with 22%
this statement ,22% are
agree, 6% are nutral, 4% 46%
In this we select 50
persons randomly and Chart Title
collect the data . in SA A N D SD
this data we use linkrt 2%
scale method .In 18% 16%
which 16%% will
20%
strongly agree with
this statement ,20%
44%
are agree, 44% are
nutral, 18% are
disagree and 2% are
strongly disagree with
that.
T3
OPTIONS RESPONDENT PERCENTAGE
STRONGLY AGREE 3 6%
AGREE 24 48%
NUTRAL 5 10%
DISAGREE 17 34%
STRONGLY DISAGREE 1 2%
Chart Title
In this we select 50 persons
SA A N D SD
randomly and collect the
data . in this data we use 2%
6%
linkrt scale method .In
34%
which 6% will strongly
agree with this statement 48%
,48% are agree, 10% are
nutral, 34% are disagree 10%
Chart Title
In this we select 50 persons SA A N D SD
randomly and collect the 0%
data . in this data we use 4% 6%
linkrt scale method .In
which 6% will strongly 34%
Chart Title
In this we select 50 persons
SA A N D SD
randomly and collect the data .
in this data we use linkrt scale
method .In which 46% will 16%
Chart Title
In this we select 50 persons SA A N D SD
randomly and collect the data
2%
. in this data we use linkrt
10%
scale method .In which 2% 30%
will strongly agree with this
statement ,10% are
36%
agree,36% are nutral, 22%
are disagree and 30% are 22%
strongly disagree
C3
OPTIONS RESPONDENT PERCENTAGE
STRONGLY AGREE 9 18%
AGREE 21 42%
NUTRAL 14 28%
DISAGREE 6 12%
STRONGLY DISAGREE 0 0%
Chart Title
In this we select 50 persons SA A N D SD
randomly and collect the data . in 0%
Chart Title
In this we select 50 persons SA A N D SD
Chart Title
In this we select 50 SA A N D SD
persons randomly and
collect the data . in this
8%
data we use linkrt scale 26%