Spillover Effect of Perceived Online Products Information Deception in the Information Age
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This study is aiming to explore the mediating mechanism and regulating variables of the spillover effects of perceived deception in the context of continuous online product information presentation. Through experiments and empirical test, the following conclusions are drawn: (1) Perceived deception has negative spillover effects in online environment; (2) Trust plays a mediating role in the negative spillover effect of perceived deception. (3) Cognitive effort plays a regulatory role in the spillover effects’ direction of perceived deception. Specifically, perceived deception has negative spillover effect in conditions with low cognitive effort. In contrast, perceived deception has positive spillover effect in conditions with high cognitive effort. (4) Perceived substitutability plays a mediating role in the positive effects of perceived deception.
KeywordsProduct information Perceived deception Spillover effect Cognitive effort Purchase intention
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