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Role Of Trust And Involvement In The Effectiveness Of Digital Third-Party Organization Endorsement, Liming Guan, Vishal Lala
Role Of Trust And Involvement In The Effectiveness Of Digital Third-Party Organization Endorsement, Liming Guan, Vishal Lala
Atlantic Marketing Journal
In this research, an online experiment was conducted to investigate the effect of the mere presence of digital third-party organization (TPO) endorsement and the quality of information conveyed by a digital TPO, referred to as the endorsement information value effect. Involvement and institution-based trust were tested as moderators of the endorsement information value effect. The results confirm the intuitive belief of managers that the mere presence of a digital TPO endorsement benefits websites by reducing risk perceptions, improving attitudes and increasing choice likelihood. The findings from this research revealed that effectiveness of digital TPO endorsement information value was contingent upon …