Source Credibility Model Research Articles

The role of credibility and perceived image of supermarket stores as valuable providers of over-the-counter drugs

Creation of consumer value in drug retailing is influenced by the possibility of receiving advice from trusted pharmacists. In Italy, recent reforms have guaranteed lower prices and wider access to medications by authorising hypermarkets and supermarkets to dispense over-the-counter (OTC) drugs. However, the ability of such retailers to deliver value to consumers seems to be mainly determined by the extent to which they are perceived as credible health care providers and by the image they transmit to their customers. By adopting Ohanian's (1990) source credibility model and the Five Factor Model of personality (see Digman, 1990), this study attempts to evaluate the impact of the basic dimensions of credibility, as well as that of the main image traits (i.e. Big Five factors), on customers' intention to buy OTC drugs from supermarket stores. Implications for how supermarkets could modify their store image and service facilities to enhance the ability to create value for customers are also discussed.

Exploring the relationship between celebrity endorser effects and advertising effectiveness

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

Implicit user credibility extraction for reputation rating mechanism in B2C e-commerce

Reputation systems are emerging as one of the promising solutions for building trust among market participants in e-commerce. Finding ways to avoid or reduce the influence of unfair ratings is a fundamental problem in reputation systems. We propose an implicit reputation rating mechanism suitable for B2C e-commerce. The conceptual framework of the mechanism is based on the source credibility model in consumer psychology. We have experimentally evaluated the performance of the mechanism by comparing with the other benchmark rating mechanisms. The experimental results provide evidence that the general users' opinions can be predicted more effectively by only a small number of users selected by our proposed mechanism.