Low Mei Peng, Cham Tat-Huei, Chang Yee-Shan, Lim Xin-Jean
Department of Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Kajang, Selangor Malaysia.
Department of School of Hospitality, Tourism and Events, Faculty of Social Sciences and Leisure Management, Taylor's University Malaysia, Subang Jaya, Selangor Malaysia.
Qual Quant. 2021 Apr 15:1-30. doi: 10.1007/s11135-021-01147-1.
The advancement in digital technologies has led to an explosive information phenomenon, particularly in Internet shopping. This paper attempts to examine the trust element in the current pervasive use of the recommendation system for product promotion effectiveness. Owing to the nature of high-volume online consumers and the nonexistence of the online consumer sampling frame, sampling weight adjustment approach was utilised for ensuring sample representativeness. Additionally, the responses collected were further analysed according to gender for a holistic understanding of the trust element. A cross-sectional quantitative research approach was adopted. Specifically, snowball sampling method was used to collect responses from online consumers. The findings revealed that benevolence, integrity, and competence trust are found to be positively associated with product promotion effectiveness. Competence trust recorded a large effect size followed by benevolence and integrity trust. Both male and female consumers shown different degrees of trust level. The findings provide practical implications for online merchants. They were suggested to focus on enhancing online consumers' trust level and capitalize on competence trust for effective product promotion. They should also recognize the gender differences in the trust level for product promotion effectiveness when they are promoting gender-based products and services.
数字技术的进步引发了信息爆炸现象，尤其是在网络购物领域。本文试图探讨在当前推荐系统广泛用于产品促销效果的情况下的信任因素。由于在线消费者数量众多且不存在在线消费者抽样框架，因此采用抽样权重调整方法以确保样本的代表性。此外，为了全面理解信任因素，还根据性别对收集到的回复进行了进一步分析。采用了横断面定量研究方法。具体而言，使用滚雪球抽样方法从在线消费者中收集回复。研究结果表明，善意、正直和能力信任与产品促销效果呈正相关。能力信任的效应量最大，其次是善意和正直信任。男性和女性消费者都表现出不同程度的信任水平。这些发现为在线商家提供了实际启示。建议他们专注于提高在线消费者的信任水平，并利用能力信任进行有效的产品促销。在推广基于性别的产品和服务时，他们还应认识到在产品促销效果的信任水平上存在的性别差异。
