Credibility of online reviews and initial trust

Abstract

This article investigates the main and interactional effects of review valence and the presence of source identity on consumer perception of credibility of an online review and initial trust of travel services being reviewed. An experimental design is developed involving 639 travel consumers. Results indicate that a negative online review is deemed more credible than a positive online review, while a positive online review leads to a greater initial trust than a negative review. These findings apply when the identity of the reviewer is disclosed. However, when the reviewer’s identity is not disclosed, there is no significant difference between positive and negative reviews either in terms of perceived credibility or impact on consumer trust. Theoretical and managerial implications, limitations and future directions are also discussed.

Exploring the Differential Effects of Online Reviews on Film's Box-Office Success: Source Identity and Brand Equity From an Integrated Perspective

“…Based on the data from Amazon, their findings support the idea that disclosure of reviewers' demographic information is associated with growth in subsequent online product sales. In an examination of the interactive effects of review valance and source identity in the tourism industry, Kusumasondjaja et al (2012) found that OCRs become more credible when the reviewer's identity is disclosed. However, the role of information identity in the formation of consumer perception toward movie products is still less explored.…”

Evaluation of Credibility for Reviewers and Review Scores Based on Link Analysis

“…For example, from the view point of marketing researches, Kusumasondjaja [4] considered the effects of positive reviews and negative reviews for site users through their experiments. They also considered the difference between the cases that the reviewer's identity is disclosed and not disclosed.…”

CREMOR: CREdibility Model on Online Reviews-How people Consider Online Reviews Believable

“…This information is useful for consumers' judgment of advisors' credibility. According to Kusumasondjaja et al (2012), when the identity of the reviewer is disclosed, negative online review is more credible than a positive online review, while a positive online review leads to a greater initial trust than a negative review, when instead the identity of the reviewer is not disclosed, there is no significant difference.…”

“…Rezaei, 2015. The limited availability of personal information doesn't allow identify whether an advisor is an expert and influence consumer's decision making. Kusumasondjaja et al 2012;Park et al, 2013;Forman et al, 2008;Ghose and Ipeirotis, 2011 The readability is related to understanding; high readability influences consumers' credibility of online review. Korfiatis, et al 2012.…”

“…Some studied have underlined the importance of the source expertise and trustworthiness factors in determining credibility (Tseng and Fogg 1999;O'Keefe 2002;Pornpitakpan 2004;Yoo and Gretzel, 2008). Kusumasondjaja, Shanka, & Marchegiani (2012) found that the review valence and the reviewer's identity impact on the perception of credibility. Similarly Xie, Miao, Kuo, & Lee (2011) found that hotel reviews with reviewer's identity were perceived as being more credible.…”