The Dual-mediation Effect of Perceived Accuracy and Perceived Connectedness on Consumer Attitude Toward Social Network Advertising
Tao-Sheng Chiu, Zhaoqing University
China Kai-Yu Wang, Brock University, Canada
Wen-Hai Chih, National Dong Hwa University, Taiwan
Jaime Ortiz, University of Houston, U.S.A. Xiu-Hua Yang
Gamania Digital Entertainment Co., Ltd., Taiwan
Abstract
Drawing on the stimulus-organism-response (S-O-R) model, this paper investigates the dual mediation effect of perceived accuracy and perceived connectedness in the effect of endorsement from satisfied customers, review credibility, and social influence on consumers’ social media advertising attitudes. A study was conducted and received 1597 returned surveys with 1031 valid surveys. The results show that endorsement from satisfied customers, review credibility, and social influence are antecedents of perceived accuracy and perceived connectedness. These five variables are also antecedents of consumer attitude toward social network advertising. Furthermore, perceived accuracy and connectedness are partially mediating these relationships between endorsement from satisfied customers/review credibility/social influence and consumer attitude toward social network advertising.
