The Impact of Credibility Attributes on Consumer Intention to Adopt Information on Social Networking Sites: Application to Tourism Services

Abstract

This study examines the effect of consumers’ perceived credibility of information on SNS on their attitude and intention to adopt this information in the Arab world. The study adopted a quantitative research approach using a survey questionnaire conducted among 317 individuals. Structural equation modelling was conducted. The results highlighted that there are positive direct effects of authority cues, expertise, trustworthiness, social identity and argument strength on perceived credibility. Although both authority cues and transparency have non-significant direct effects on perceived credibility, they have positive direct effects on attitude and indirect effects on intention via attitude. Finally, the positive impact of credibility on intention is mediated by attitude. This study contributes to the literature on the credibility of information on SNS and its effect on consumers’ intention to adopt it.