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首页> 外文会议>AMA Educators Conference >WOULD YOU BELIEVE THIS? THE EFFECTS OF SKEPTICISM AND COMPENSATION DISCLOSURES ON READERS' PERCEPTIONS OF AN ONLINE PRODUCT REVIEWER
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WOULD YOU BELIEVE THIS? THE EFFECTS OF SKEPTICISM AND COMPENSATION DISCLOSURES ON READERS' PERCEPTIONS OF AN ONLINE PRODUCT REVIEWER

机译：你会相信这个吗？怀疑和补偿披露对在线产品评论者的读者看法的影响

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摘要

First, the inclusion of a compensation disclosure caused readers to perceive the blogger/reviewer as less trustworthy and had a less favorable attitude toward the blogger/reviewer relative to no disclosure being present. Second, readers who are more skeptical perceived the blogger less positively (i.e., less trustworthy, less of an expert, and less favorable attitude toward the blogger/reviewer) than less skeptical readers. The disclosure and skepticism main effects, however, were qualified by significant disclosure by skepticism interactions for trustworthiness and attitudes toward the blogger/reviewer. Whereas a compensation disclosure resulted in those individuals high in skepticism viewing the blogger/reviewer more positively (i.e., trustworthy, attitude toward the blogger/reviewer), the disclosure resulted in individuals low in skepticism viewing the blogger/reviewer less favorably (i.e., less trustworthy, less favorable attitude toward the blogger/reviewer).
机译：首先，纳入赔偿披露使读者认为博主/审查员视为不值得信赖性，并且对博主/审查员相对于没有存在的披露具有不太有利的态度。其次，更持怀疑态度的读者令人持久地认为博主（即，不太值得信赖，少于专家，对博主/审查员的持股态度）而不是持怀疑态度读者。然而，披露和怀疑主义的主要效应是通过怀疑和对博主/审稿人的尊重和态度的怀疑和态度的怀疑和态度而有资格。虽然补偿披露导致这些个人在怀疑的人中更加积极地观察博主/审查员（即，对博主/审查员的态度），因此披露导致个体在怀疑主义中观察博主/审查员的持久性（即，较少对博主/审稿人的态度值得信赖，不太有利的态度）。

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