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Interactive effects of advising strength and brand familiarity on users' trust and distrust in online recommendation agents
Information Technology & People ( IF 4.481 ) Pub Date : 2021-05-24 , DOI: 10.1108/itp-08-2019-0448
Tao Liu , Weiquan Wang , Jingjun (David) Xu , Donghong Ding , Honglin Deng

Purpose

This paper investigates the effects of advising strength of a recommendation agent on users' trust and distrust beliefs and how the effects are moderated by perceived brand familiarity.

Design/methodology/approach

A research model is evaluated using a laboratory experiment with 149 participants.

Findings

Results reveal that a strong advising tone leads to higher trust in terms of users' credibility and benevolence beliefs and lower distrust in terms of their discredibility beliefs (the trustor's concerns regarding the trustee's dishonesty and competence in engaging in harmful behavior) when perceived brand familiarity is high. By contrast, when brand familiarity is low, strong advising tone results in low trust in terms of users' credibility belief and high distrust in terms of their beliefs in discredibility and malevolence (concerns regarding the trustee's conduct in terms of a malicious intention that can hurt the trustor's welfare).

Originality/value

This paper contributes to the trust and distrust literature by studying how each of the dimensions of trust and distrust can be affected by an RA's design feature. It extends the attribution theory to the RA context by studying the moderating role of brand familiarity in determining the effects of the advising strength of an RA. It provides actionable guidelines for practitioners regarding the adoption of an RA's appropriate advising strength to promote different types of products.



中文翻译:

建议强度和品牌熟悉度对用户对在线推荐代理的信任和不信任的交互作用

目的

本文研究了推荐代理的建议强度对用户信任和不信任信念的影响,以及如何通过感知品牌熟悉度来调节这种影响。

设计/方法/方法

使用 149 名参与者的实验室实验评估研究模型。

发现

结果表明,当感知到的品牌熟悉度为时,强烈的建议语气会导致对用户可信度和善意信念的更高信任,并导致对其可信度信念(信任者对受托人不诚实和从事有害行为的能力的担忧)降低不信任。高的。相比之下,当品牌熟悉度较低时,强烈的建议语气会导致用户对可信度信念的信任度低,而用户对可信度和恶意的信念高度不信任(对受托人的行为的担忧可能会伤害他人的恶意意图)委托人的福利)。

原创性/价值

本文通过研究信任和不信任的每个维度如何受到 RA 设计特征的影响,为信任和不信任文献做出贡献。它通过研究品牌熟悉度在确定 RA 建议强度的影响中的调节作用,将归因理论扩展到 RA 背景。它为从业者提供了关于采用 RA 的适当建议力量来推广不同类型产品的可操作指南。

更新日期:2021-05-24
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