PACIS 2019 Proceedings


Drawing upon elaboration likelihood model (ELM), we compared the dual routesin determining users’ ads click intentions and examined the mediation mechanism of cognitive vs. affective trust on the influence processesin the Wechat Moments. A scenario-based survey was conducted in a university of China, and 183 data was collected. Structural equation modelling analysis was used to test the research model. The empirical results suggestedthat content personalization and social recommendation weresignificant antecedents of ads click intention, and their effects weremediated by cognitive trust and affective trust. Moreover, amulti-group analysis indicatedthat the two influence processes weremoderated by prior product experience. Theoretical and practical implications areillustrated in the final section.