The Effect Of Perceived Overall Trustworthiness In China's B2C E-commerce Persuasion

In the research field of China's e-commerce,trust problem brought by the rapid development is particularly concerned.Also,trust plays an important role in the ecommerce website information persuasion process.A large number of studies have explored the way e-commerce website information enhancing consumers' e-commerce trust.However,whether trust,especially the overall trust of e-commerce,will affect the information persuasion mechanism in turn still remains to be solved.Based on the classical model "ELM" in Western persuasion research,this paper explores the influence of the overall trustworthiness of e-commerce on the information persuasion mechanism of e-commerce websites by designing three-factors experiments.The first experiment is an inter-group experiment of the overall trustworthiness of e-commerce(high vs.low)x argument quality(high vs.low)x third-party certification(with vs.without).According to the experimental results of experience-based good,the effects of argument quality on consumer behavior intentions are enhanced by the increasing of POTE(perceived overall trustworthiness of e-commerce).The effects of third-party certification on consumer behavior intentions is enhanced by the decreasing of POTE.In addition,some of consumers' behavior intentions are affected by both central and peripheral cues,but under the influence of high POTE,consumers' behavior intentions are more affected by central cues;under the influence of low POTE,consumers' purchase intention is more affected by peripheral cue.Finally,the first experiment finds that POTE has a superposition effect on consumers' behavior intentions.The second experiment is an inter-group experiment of POTE(high vs.low)x involvement(high vs.low)x argument quality(high vs.low).The results show that both high POTE and high involvement can enhance the influence of argument quality on behavior intentions respectively.In addition,when consumers are highly involved but the POTE is low,the impact of argument quality on recommendation intention and premium intention are enhanced.This means that individual's elaboration likelihood is more affected by involvement and is at a high level.When consumers are low in involvement but the POTE is high,the impact of argument quality on consumers'purchase intention and recommendation intention is enhanced.This means that individual's elaboration likelihood is more affected by POTE and is at a high level.The third experiment is an inter-group experiment of POTE(high vs.low)x involvement(high vs.low)x return policy(with vs.without).The results show that low POTE and low involvement can enhance the influence of peripheral cue on behavior intentions,respectively.In addition,when consumers are low in involvement but the POTE is high,the influence of peripheral cue on recommendation intention is enhanced.This shows that individual's elaboration likelihood is more affected by involvement and is at a low level.When consumers are highly involved but the POTE is low,the influence of peripheral cue on purchase intention is enhanced.This shows that that individual's elaboration likelihood is more affected by POTE and is at a low level.The results of three experiments first confirm that ELM can explain the information persuasion mechanism of Chinese e-commerce.On this basis,the experimental results of this paper have some innovative findings.Firstly,the experiment finds that POTE is a new variable that can influence the individual's elaboration likelihood in the context of e-commerce.The moderating effect of POTE in t the mechanism of persuasive cues affecting purchasing intention is even greater than involvement.The experiment also finds that the information persuasion mechanism in E-commerce is not either the center or the peripheral route,but the two persuasion paths are carried out simultaneously.However,the specific persuasion paths which play the main role in persuasion are moderated by POTE.In addition,the experiments found that POTE also directly infect consumer's behavior intentions.The above findings reveal the necessity of model adjustment of the Western ELM when used in the context of e-commerce in China.Finally,the main research conclusions,theoretical contributions,marketing implications and research deficiencies of this paper are summarized,and further research directions are discussed.