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ABSTRACT
Advancements in Internet and communication technologies have facilitated the proliferation of product reviews and commentary pertaining to smart speakers. This study investigated the impacts of uncivil comments on blog comment credibility. Results show that the civil opinion commentary appears to be more credible than uncivil commentary. The interaction between civil opinion and low AI anxiety generates more blog review credibility than the interaction between uncivil opinion and low AI anxiety. Finally, we identify moderating effects of AI anxiety and provide deeper insights into how the interaction of comment civility and AI anxiety shape the credibility assessments of blog reviews.
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No potential conflict of interest was reported by the author(s).
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Ya-Ching Lee
Ya-Ching Lee (Ph.D. Indiana University) is a professor of the Institute of Marketing Communication at National Sun Yat-sen University. her research interests include digital marketing, electronic commerce, media management, sustainable communication, technology adoption.
Man-Ci Shih
Man-Ci Shih (MBA, National Sun Yat-sen University) is a student of the Institute of Marketing Communication at National Sun Yat-sen University. her research interests include digital marketing and communication.