Title: Role of consumer susceptibility in influencing information usefulness

Authors: Prerna Garg

Addresses: Bharati Vidyapeeth Deemed University, Pune, India; Jaipuria Institute of Management, Ghaziabad, India

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.

Keywords: electronic word of mouth; eWOM; consumer susceptibility to interpersonal influence; CSII; information quality; information credibility; information adoption; information acceptance; attitude.

DOI: 10.1504/IJBIS.2024.135969

International Journal of Business Information Systems, 2024 Vol.45 No.1, pp.101 - 117

Received: 16 Jul 2020
Accepted: 21 Jan 2021
Published online: 11 Jan 2024 *

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