The Influence of Perceived Source Credibility on End User Attitudes and Intentions to Comply with Recommended IT Actions

Through persuasive communications, information technology (IT) executives hope to align the actions of end users with the expectations of senior management and of the firm regarding technology usage. One highly influential factor of persuasive effectiveness is the source of the persuasive message. This study presents a conceptual model for explaining the influence of source credibility on end user attitudes and behavioral intentions to comply with organizationally motivated, recommended IT actions within a decentralized, autonomous environment. The results of this study suggest that the elements of source competency, trustworthiness, and dynamism are significant determinants of attitudes and behavioral intentions to engage in recommended IT actions. These findings reveal the importance of these elements of effective communication in persuading end users to follow recommended IT activities and advance IT acceptance and adoption research through the application of persuasive communication theory to the domain. DOI: 10.4018/978-1-4666-0140-6.ch015