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Role of consumer susceptibility in influencing information usefulness

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  • Prerna Garg

Abstract

The present study suggests a modified approach to the information acceptance model (IACM) by examining the mediating role of attitude in determining information usefulness. The study also explores the moderating role of consumer susceptibility to interpersonal influence (CSII). It uses a cross-sectional research design by collecting responses through non-probability-based sampling. In order to test the hypothesised relationships, EFA and CFA were carried out, followed by path analysis. The findings indicate that all the direct and indirect effects were significant, thus implying partial mediation. CSII also moderates the proposed relationship between information credibility and information usefulness. The study presents reasonable justification for the mediating role of attitude in adoption of information available in the form of online reviews. It further emphasises that consumers with different susceptibility differ in the way they adopt information even when it is found to be credible.

Suggested Citation

  • Prerna Garg, 2024. "Role of consumer susceptibility in influencing information usefulness," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 45(1), pages 101-117.
    • Handle: RePEc:ids:ijbisy:v:45:y:2024:i:1:p:101-117
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