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Cyr, Dianne; Head, Milena; Lim, Eric; Stibe, Agnis
Information & management, 11/2018, Letnik: 55, Številka: 7Journal Article
To investigate the dynamics of online persuasion, this research uses the Elaboration Likelihood Model (ELM) to determine the effects of argument quality as a central route to influence attitude change versus design and social elements as peripheral routes to attitude change. Additional to this research is an examination of change in issue involvement as a mediator between central and peripheral routes leading to attitude change. Findings from a study involving 403 participants add to our understanding of ELM concerning the role of website design and how an individual’s level of issue involvement is a prerequisite to changing user attitudes.
