Factors affecting consumers' trust in online product reviews

Pradeep Racherla · Munir Mandviwalla

181 citations0/0 files storedJournal of Consumer Behaviour

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

ABSTRACT In this study, we apply the uncertainty reduction theory from communication to delineate the antecedents of consumers' trust in online product reviews. We test the competing effects of information content (argument quality) and social component (perceived background similarity) on consumers' trust in reviews. We also hypothesize that the strength of the effect is moderated by consumers' involvement. To test the hypotheses, we adopted a 2 × 2 × 2 repeated measures experimental design. The results show that both argument quality and perceived similarity contribute to increased trust but in varying degrees. The results provide mixed support to the moderating role of involvement. While argument quality played an important role in the high involvement mode, perceived similarity explained more variance in the low involvement mode. We discuss the implications of these results for both research and practice. Copyright © 2012 John Wiley & Sons, Ltd.

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References

1973The Strength of Weak Ties 1974Judgment under Uncertainty: Heuristics and Biases 2003The Uses of Argument 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change

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