DOI: 10.5176/978-981-08-8227-3_WebTech2011_30

Authors: Wesley Shu and Chiang-Yu Cheng

This study attempts to explore “the extent to which trust assurance design can improve consumers’ attitude toward using credit card online”. Consumers who own credit card but do not prefer using them online were selected as research subjects. By manipulating message strength and message source, we tried to improve consumers’ credit card usage attitude from nearly negative to nearly positive. The results show that different levels of message strength and message source impose different persuasiveness on credit card usage attitude. Specifically, information with “authority+contrast+scarcity+international trust mark” exhibits the most significant effect on attitude improvement.
Keywords: Trustmark persuasiveness; credit card usage attitude; attitude improvement, message strenght and source.


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