Influence of personality on skepticism toward online services information, consumer stress, and health: an experimental investigation

Purpose This study aims to investigate the influence of personality characteristics (risk-aversion and self-consciousness) on skepticism toward online services information (STOSI), consumer stress and health. Design/methodology/approach A between-subjects experiment (n = 228) was designed to compare effects based on third-party organization endorsement (TPO endorsed vs nonendorsed). Findings Results revealed that personality characteristics positively influenced STOSI, which in turn escalated consumer stress. Furthermore, consumer stress predicted detrimental effects on consumer health (increased blood pressure and heartbeat). Regarding TPO endorsements, both the risk-aversive and self-conscious consumers showed lesser STOSI when exposed to TPO-endorsed ads compared with nonendorsed ads. Originality/value This study is one of the first to examine the effects of consumer personality on consumer health through STOSI and consumer stress. In addition, the remedial roles of TPO in coping with STOSI and consumer stress also accumulate to the novelty of this study.