Purpose

This study aims to investigate the influence of personality characteristics (risk-aversion and self-consciousness) on skepticism toward online services information (STOSI), consumer stress and health.

Design/methodology/approach

A between-subjects experiment (n = 228) was designed to compare effects based on third-party organization endorsement (TPO endorsed vs nonendorsed).

Findings

Results revealed that personality characteristics positively influenced STOSI, which in turn escalated consumer stress. Furthermore, consumer stress predicted detrimental effects on consumer health (increased blood pressure and heartbeat). Regarding TPO endorsements, both the risk-aversive and self-conscious consumers showed lesser STOSI when exposed to TPO-endorsed ads compared with nonendorsed ads.

Originality/value

This study is one of the first to examine the effects of consumer personality on consumer health through STOSI and consumer stress. In addition, the remedial roles of TPO in coping with STOSI and consumer stress also accumulate to the novelty of this study.

中文翻译：

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人格对在线服务信息、消费者压力和健康怀疑的影响：一项实验调查

目的

本研究旨在调查人格特征（风险规避和自我意识）对在线服务信息（STOSI）怀疑、消费者压力和健康的影响。

设计/方法论/途径

受试者间实验（n = 228）旨在比较基于第三方组织认可（TPO 认可与未认可）的效果。

发现

结果显示，性格特征对 STOSI 产生积极影响，进而加剧消费者压力。此外，消费者压力预计会对消费者健康产生不利影响（血压和心跳增加）。关于 TPO 认可，与未认可的广告相比，厌恶风险和自我意识的消费者在接触 TPO 认可的广告时表现出较低的 STOSI。

原创性/价值

这项研究是第一个通过 STOSI 和消费者压力研究消费者个性对消费者健康影响的研究之一。此外，TPO在应对STOSI和消费者压力方面的补救作用也为本研究增添了新颖性。