Uncovering the dual influence processes for click-through intention in the mobile social platform: An elaboration likelihood model perspective

The burgeoning growth of mobile social platforms has gained the attention of advertisers, and the way how to stimulate users’ click-through intention in the virtual social community is becoming a research focus of scholars. Drawing on the elaboration likelihood model (ELM), this study develops a theoretical framework to examine the mediation effects of cognitive vs. affective trust on the relationship between dual routes (central route vs. peripheral route) and users’ click-through intention in the context of mobile social platforms. Particularly, users’ prior product experience is incorporated in the research model to examine its moderating effect on the influence processes. A scenario-based survey is conducted in China, and the partial least square method is used to analyze the data. Empirical results suggest that perceived content personalization is positively associated with cognitive trust, and its influence is stronger for experienced users with the recommended product. Social recommendation is positively associated with affective trust, and its impact is higher for users without prior product experience. Advertiser reputation is positively associated with both cognitive trust and affective trust, and its effect on cognitive trust is stronger for users without prior product experience, while its impact on affective trust is higher for users with prior product experience. Moreover, cognitive trust is positively associated with affective trust, and the two trust mechanisms have positive influences on click-through intention toward the recommended product. We discuss theoretical and practical implications in the final section.