期刊
JOURNAL OF ADVERTISING
卷 38, 期 2, 页码 83-103出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2753/JOA0091-3367380206
关键词
-
Despite extensive interdisciplinary research, trust has been the subject of little systematic study in advertising, though investigations have incorporated and measured the construct. This study was conducted to develop a reliable and valid measure of the trust-in-advertising construct, using a three-stage, nine-step research design. The design produced the ADTRUST Scale, a 20-item Likert-formatted measure, and revealed that trust in advertising is a multidimensional construct (i.e., it has cognitive, affective, and behavioral dimensions) with four distinct factors: reliability, usefulness, affect, and willingness to rely on. The ADTRUST Scale sufficiently represents the four trust factors; exhibits high reliability and concurrent, convergent, discriminant, and nomological validity; and reflects a combination of (1) consumer perception of reliability and usefulness of advertising, (2) consumer affect toward advertising, and (3) consumer willingness to rely on advertising for decision making. The operational and practical significance of the results are discussed and suggestions for future research are presented.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据