Modeling consumer information acquisition process based on source and information credibility
Thesis Type: Doctorate
Institution Of The Thesis: Istanbul University, Turkey
Thesis Supervisor: Prof.Dr. Ahmet Şekerkaya
Approval Date: 2017
Thesis Language: Turkish
Supported Program: Other
Abstract:
This study deals with consumers' approaches to processing, evaluating and adopting the information they encounter. This thesis has been prepared with reference to the proposition that consumers judge and evaluate the information according to their peripheral elements other than the content of information by using heuristic cues and shortcuts. Accordingly the main aim of this study is to develop a model which explains the role of perceived information and source credibility on adoption of information and consumers' attitudes towards products by the effects of personal, product-related, information-related and source-related characteristics; representing consumers' information acquisition process. Experimental design constitutes of factorial design with the variables; product type, source familiarity and information diagnosticity, two levels for each. Source and information credibility were evaluated separately with regard to six different information sources. Eight different survey forms including different scenarios were created to be applied to each of the eight sub-group in the sample representing relevant characteristics. Face-to-face interviews yielded 600 valid responses. Multi-group structural equation modeling with moderator analysis and MANOVA analysis were applied to the obtained data. Based on the research results, a model was developed representing the effects of consumers' perceived credibility of information and different information sources on information adoption and attitude formation, by means of prior knowledge and expertise levels, involvement levels, and perceived risk. In this model, it has been determined that the moderator effects of the prior knowledge and expertise level are in particular. In addition, sub-models were obtained according to groups of experimental variables and various differences were found. Keywords: Credibility, Consumer Knowledge, Information Sources, Consumers' Information Acquisition Process, Structural Equation Modeling