Information Credibility Evaluation in Presence of Users' Safety in New Retailing

Understanding users' safety perception of the credibility of web-based information has become increasingly important in the context of new retailing. This study extends the existing literature by exploring the factors influencing information credibility in the context of new retailing. Based on the technology acceptance model and the rational behavior theory, a theoretical model for the assessment of information credibility in new retailing was developed. We analyzed the factors influencing users' safety preference toward information communication procedures and information credibility in new retailing based on two aspects: perceived information quality and user judgment motivation. The reliability and validity of the model measure were analyzed, and structural equation modeling was used to test the model hypotheses. The following results were obtained: (1) Authenticity, accuracy, and practicability positively affected the perceived information quality of new retailing information; (2) User judgment motivation had a positive impact on information users' safety preference and information credibility; (3) Users' safety preference positively affected information credibility; (4) Information acquisition, social interaction, and self-identity positively affected the perceived credibility of new retailing information.