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perceived non-diagnosticity as those in the absence condition (
55
.
4
=
presence
X
vs.
62
.
4
=
absence
X
, t=0.51, df=272,
p>0.61). Therefore, the non-diagnosticity of the online traveler reviews was manipulated as intended.
Perceived source credibility of the traveler reviews
Regression analysis was performed to investigate the relationship between perceived salience of source
cues and perceived source credibility. As predicted, when exposed to non-diagnostic information, consumers’
perceived source credibility of the online traveler reviews was positively related to the perceived salience of source
cues present in the information context (
25
.
0
=
β
, t=4.33, p<0.001). Hypothesis 1 was supported.
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