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首页> 外文期刊>African Journal of Business Management >Trustworthiness of product review blogs: A source trustworthiness scale validation
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Trustworthiness of product review blogs: A source trustworthiness scale validation

机译：产品评论博客的可信度：来源可信度量表验证

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With the introduction of Web 2.0, online blogging has established its place in the lexicon of public relations management. Especially blogs that offer reviews of products, services and technologies, have become essential to practitioners of public relations in their dialogue with the market place. From a public relations perspective, this paper addresses the source trustworthiness of product review blogs among online consumers, and whether consumer demographics have a significant impact on their level of trust. This paper reports the adaptation of a scale to measure the construct of source trustworthiness in the context of blogs. The results of a survey among 169 Australian online consumers confirmed the validity of the scale in the blogging context. Findings suggest that while source trustworthiness does not appear to be strongly related to either gender or level of education, younger consumers exhibit higher levels of source trustworthiness. Managerial implications are drawn from these findings and avenues for future research are identified.
机译：随着Web 2.0的引入，在线博客已在公共关系管理词典中确立了自己的位置。特别是提供产品，服务和技术评论的博客，对于公共关系从业者与市场的对话来说已经变得至关重要。从公共关系的角度，本文讨论了在线消费者中产品评论博客的来源可信赖性，以及消费者人口统计信息是否对他们的信任度有重大影响。本文报告了量表的适应性，以衡量博客上下文中来源可信度的构建。一项针对169名澳大利亚在线消费者的调查结果证实了该规模在博客环境中的有效性。研究结果表明，尽管来源可信度似乎与性别或受教育程度均没有密切关系，但年轻的消费者表现出更高水平的来源可信度。从这些发现中得出管理上的意义，并确定了未来研究的途径。

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