Source credibility dominates: Risk-mediated adoption in urban digital food recommendation systems

Abstract

Purpose ‒ This study examines how source credibility, micro-influencer engagement, and parasocial interaction shape information adoption in digital culinary consumption within an urban style center, emphasizing perceived risk as a key mediating mechanism. It addresses whether relational cues or diagnostic credibility signals more strongly drive risk evaluation in highly ambiguous, trend-driven culinary environments.

Design/Methodology/Approach ‒ A quantitative survey of 384 active users of digital culinary platforms in an Indonesian urban style center was conducted. Data were analyzed using structural equation modeling in SPSS to assess direct, indirect, and risk-mediated effects based on Signaling Theory and Uncertainty Reduction Theory.

Findings ‒ Source credibility emerges as the strongest predictor of information adoption, both directly and through reduced perceived risk. Unexpectedly, micro-influencer cues and parasocial interaction increase perceived risk and do not directly enhance adoption, indicating that relational closeness and authenticity may trigger skepticism when consumers prioritize objective quality assurance.

Originality/Value ‒ The study identifies key boundary conditions in influencer effectiveness, showing that in high-stakes lifestyle domains like food, diagnostic credibility outweighs relational appeal. It advances theoretical integration by clarifying how risk mediates signal–behavior linkages in digital consumption.

Practical Implications ‒ Culinary brands should prioritize communicators with verifiable expertise and transparent review practices, while platforms should reinforce credibility-based signals to reduce consumer uncertainty