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A Moderating Role of Channel Responsiveness in the Effects of Online Information Source
Unformatted Document Text:  18 Responses to the four questions were submitted to a principal component factor analysis with varimax rotation, which verified one factor structure, and then averaged into an index ( = .91). A comparison of participants’ perception of source credibility indicated that a government source was not perceived differently from commercial source in trustworthiness (t = .48, p > .63), competence (t = .09, p > .93), and goodwill (t = .54, p > .59). As to the responsiveness manipulation, those in the high responsiveness condition (M = 5.68, SD = 1.27) did perceive the Web site more responsive than those in the low responsiveness condition (M = 4.41, SD = 1.31). Therefore, the responsiveness manipulation was considered to be effective (t = .6.77, p < .0001), whereas the source manipulation was not. Cross-over effects were not significant: the source manipulation did not affect perception of responsiveness (t = 1.49, p > .14), whereas the responsiveness manipulation did not affect trustworthiness (t = 1.24, p > .22), competence (t = .71, p > .48), and goodwill (t = .80, p > .43) of the source. RESULTS Effects of Source on Attitude toward Health Information (H1a) Hypothesis 1a predicted that individuals would have more favorable attitude toward health information from a government source than from a commercial source. This hypothesis was tested through an ANOVA model for curiosity of the issue allergies; and an ANCOVA model for attitude toward the issue allergies. In both ANOVA and ANCOVA models, independent variables were the source manipulation, the responsiveness manipulation, and their interaction term. Covariates in the ANCOVA model were time spent on the Internet, severity of individual allergies, salience of the issue allergies, prior attitude toward the issue allergies, and prior allergy preventive behavior. The overall ANOVA model was not significant: F (3, 186) = 1.59, p > .19, R 2 = .025. The overall ANCOVA model was significant: F (8, 79) = 6.65, p < .0001, R 2 = .402. However, this was solely due to the effects of the covariates: time spent on the Internet F (1, 79) = 6.61, p < .05; severity of individual allergies, F (1, 79) = 7.23, p < .01; salience of the issue allergies, F (1, 79) = 6.83, p < .05; prior attitude toward allergies, F (1, 79)

Authors: Kim, Hyojin. and Stephens, Keri.
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18
Responses to the four questions were submitted to a principal component factor analysis with
varimax rotation, which verified one factor structure, and then averaged into an index ( = .91).
A comparison of participants’ perception of source credibility indicated that a
government source was not perceived differently from commercial source in trustworthiness (t =
.48, p > .63), competence (t = .09, p > .93), and goodwill (t = .54, p > .59). As to the
responsiveness manipulation, those in the high responsiveness condition (M = 5.68, SD = 1.27)
did perceive the Web site more responsive than those in the low responsiveness condition (M =
4.41, SD = 1.31). Therefore, the responsiveness manipulation was considered to be effective (t =
.6.77, p < .0001), whereas the source manipulation was not. Cross-over effects were not
significant: the source manipulation did not affect perception of responsiveness (t = 1.49, p >
.14), whereas the responsiveness manipulation did not affect trustworthiness (t = 1.24, p > .22),
competence (t = .71, p > .48), and goodwill (t = .80, p > .43) of the source.
RESULTS
Effects of Source on Attitude toward Health Information (H1a)
Hypothesis 1a predicted that individuals would have more favorable attitude toward
health information from a government source than from a commercial source. This hypothesis
was tested through an ANOVA model for curiosity of the issue allergies; and an ANCOVA
model for attitude toward the issue allergies. In both ANOVA and ANCOVA models,
independent variables were the source manipulation, the responsiveness manipulation, and their
interaction term. Covariates in the ANCOVA model were time spent on the Internet, severity of
individual allergies, salience of the issue allergies, prior attitude toward the issue allergies, and
prior allergy preventive behavior. The overall ANOVA model was not significant: F (3, 186) =
1.59, p > .19, R
2
= .025. The overall ANCOVA model was significant: F (8, 79) = 6.65, p <
.0001, R
2
= .402. However, this was solely due to the effects of the covariates: time spent on the
Internet F (1, 79) = 6.61, p < .05; severity of individual allergies, F (1, 79) = 7.23, p < .01;
salience of the issue allergies, F (1, 79) = 6.83, p < .05; prior attitude toward allergies, F (1, 79)


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