File Download

There are no files associated with this item.

  Links for fulltext
     (May Require Subscription)
Supplementary

Article: Interpersonal trust and platform credibility in a chinese multibrand online community: Effects on brand variety seeking and time spent

TitleInterpersonal trust and platform credibility in a chinese multibrand online community: Effects on brand variety seeking and time spent
Authors
Issue Date2011
PublisherME Sharpe, Inc. The Journal's web site is located at http://www.mesharpe.com/mall/results1.asp?acr=joa
Citation
Journal of Advertising, 2011, v. 40 n. 3, p. 99-112 How to Cite?
AbstractOnline communities offer attractive opportunities and challenges to advertisers. Using a revised source credibility framework, this study proposes that interpersonal trust and platform credibility are core to consumer search and consumption behaviors that allow advertisers to harvest value from online communities. We postulate that (1) quality Web features, and user instrumental and relational need fulfillment are antecedents of interpersonal trust and platform credibility; (2) interpersonal trust is distinct from, and an important driver of, platform credibility; and (3) both constructs drive a user's online community usage and brand variety seeking behavior. An online survey of 899 consumers in China supports these propositions and offers both research and managerial implications for this new media platform. © 2011 American Academy of Advertising. All rights reserved.
Persistent Identifierhttp://hdl.handle.net/10722/178063
ISSN
2015 Impact Factor: 2.288
2015 SCImago Journal Rankings: 1.349
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorHung, Ken_US
dc.contributor.authorLi, SYen_US
dc.contributor.authorTse, DKen_US
dc.date.accessioned2012-12-19T09:41:45Z-
dc.date.available2012-12-19T09:41:45Z-
dc.date.issued2011en_US
dc.identifier.citationJournal of Advertising, 2011, v. 40 n. 3, p. 99-112en_US
dc.identifier.issn0091-3367en_US
dc.identifier.urihttp://hdl.handle.net/10722/178063-
dc.description.abstractOnline communities offer attractive opportunities and challenges to advertisers. Using a revised source credibility framework, this study proposes that interpersonal trust and platform credibility are core to consumer search and consumption behaviors that allow advertisers to harvest value from online communities. We postulate that (1) quality Web features, and user instrumental and relational need fulfillment are antecedents of interpersonal trust and platform credibility; (2) interpersonal trust is distinct from, and an important driver of, platform credibility; and (3) both constructs drive a user's online community usage and brand variety seeking behavior. An online survey of 899 consumers in China supports these propositions and offers both research and managerial implications for this new media platform. © 2011 American Academy of Advertising. All rights reserved.en_US
dc.languageengen_US
dc.publisherME Sharpe, Inc. The Journal's web site is located at http://www.mesharpe.com/mall/results1.asp?acr=joaen_US
dc.relation.ispartofJournal of Advertisingen_US
dc.titleInterpersonal trust and platform credibility in a chinese multibrand online community: Effects on brand variety seeking and time spenten_US
dc.typeArticleen_US
dc.identifier.emailTse, DK: davidtse@hku.hken_US
dc.identifier.authorityTse, DK=rp01100en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.2753/JOA0091-3367400308en_US
dc.identifier.scopuseid_2-s2.0-80052556745en_US
dc.identifier.hkuros211557-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-80052556745&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume40en_US
dc.identifier.issue3en_US
dc.identifier.spage99en_US
dc.identifier.epage112en_US
dc.identifier.eissn1557-7805-
dc.identifier.isiWOS:000295705500008-
dc.publisher.placeUnited Statesen_US
dc.identifier.scopusauthoridHung, K=15769295600en_US
dc.identifier.scopusauthoridLi, S=22938095800en_US
dc.identifier.scopusauthoridTse, D=7101916504en_US

Export via OAI-PMH Interface in XML Formats


OR


Export to Other Non-XML Formats