The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.

https://www.jstor.org/stable/pdfplus/4188769.pdf

Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

The development of a scale to measure perceived corporate credibility

Previous research has shown that people are influenced by others when making decisions. This work presents three studies examining herding in product choices on the Internet. The first two studies addressed how two cues frequently found on the Internet, that is, sales volume and customer reviews, influence consumer on-line product choices. The third study examined the relative effectiveness of two recommendation sources. The experimental results revealed that subjects used the choices and evaluations of others as cues for making their own choices. However, herding effects are offset significantly by negative comments from others. Additionally, the recommendations of other consumers influence the choices of subjects more effectively than recommendations from an expert. Finally, implications of this work are discussed. © 2006 Wiley Periodicals, Inc. The emerging on-line economy provides consumers with easy access to numerous choices. Unlike traditional face-to-face retail environments, in which products can be seen and touched and customers can consult salespersons, transactions occur in a computer-mediated environment that provides no opportunities for experiencing a product or for face-toface consultation before making a purchase. Facing numerous options, consumers may delay their purchases or make their choices by a simple

https://ir.nctu.edu.tw:443/bitstream/11536/14362/1/000237166000005.pdf

Herding in online product choice

Herd behavior in purchasing books online

This paper discusses several decisions that researchers must make in their application of factor analysis to data related to communication phenomena. Several suggestions are provided to aid researchers in reaching appropriate decisions.

The use and abuse of factor analysis in communication research

This study investigated the factor structure of source credibility within the context of three situations in which communication typically occurs. The study tested the hypothesis that the situation in which the speaker communicates will influence the receiver's perception of the dimensions underlying the credibility of that speaker. The results indicated that the factor structure of source credibility across situations was variant. The scales used to measure the factors of trustworthiness and expertness may reflect more than one perceptual element for the receiver. The study indicated further that different types of communication in the same situation yield different source credibility factor structures.

Ronald F. Applbaum

Papers

The factor structure of source credibility as a function of the speaking situation