Examining the effects of self-efficacy, computerised sources and perceived source credibility in decisions to take online advice
by Robin S. Poston, Asli Yagmur Akbulut, Clayton Arlen Looney
International Journal of Electronic Business (IJEB), Vol. 7, No. 4, 2009

Abstract: The web offers a seemingly limitless range of advice, which users consider during online activities. This study examines how characteristics of users and online advice sources affect decisions to take advice from web-based systems. This paper presents an experimental study that investigates the effect of self-efficacy, computerised sources and perceived source credibility on online advice taking. The findings show that those with high levels of task-specific self-efficacy are less likely to take online advice and highly credible sources are more persuasive than lower credibility sources. Importantly, online advice is most convincing when self-doubting users receive advice from highly credible sources. Online advice provided by humans and computers have similar effects. Implications for theory and practice are discussed.

Online publication date: Sun, 19-Jul-2009

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