Factors affecting consumers' trust in online product reviews

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 Â 2 Â 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. Statement of exclusive submission: The authors hereby assure that this manuscript neither has been published in any journal nor is currently under consideration for inclusion in any other journal, and that it will not be submitted elsewhere until JCB has completed its review process. Figure 2. Toulmin's (1958) argumentation model applied to online reviews 98 P. Racherla et al.

How credible are online product reviews? The effects of self-generated and system-generated cues on source credibility evaluation

“…In the context of online product reviews, the characteristics of a source have a great impact on the evaluation of source trustworthiness. Previous research has demonstrated that perceived similarity between opinion providers and recipients associated with increased affect, credibility, trust and other positive perceptions (Racherla, Mandviwalla, & Connolly, 2012;Rogers & Bhowmil, 1970). This study extends current literature by exploring the influence of homophily on reviewer trustworthiness and expertise, as the two dimensions of source credibility of product reviews.…”

“I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic

“…Naylor et al (2012) found that a group of dissimilar fans of a brand on a social networking site produced significantly less brand liking than a group of similar (or heterogeneous) individuals, but they assume that in certain product categories (such as luxury goods) postings from demographically dissimilar individuals may have a positive effect on brand evaluations and purchase intentions. De Bruyn and Lilien (2008) as well as Racherla et al (2012) suggest that the ambiguous findings about the influence of similarity result from its context dependence. Accordingly, demographic similarity may increase or decrease the influence of a WOM message depending on the circumstances.…”

Information quality, homophily, and risk propensity: Consumer responses to online hotel reviews

“…Having said that, when customers find online information which is well presented (i.e. the argument contains facts, examples, and detailed information) that makes them process the information cognitively, they are more likely to trust the object of the information (Racherla et al 2012). However, in this study H2 is rejected; meaning that the quality of the information doesn"t influence customers" intention to make a reservation.…”

“…Racherla et al (2012) point out in their research on online product reviews that when consumers are exposed to an online review, product reviews with strong argument has greater impact on consumer trust than weak argument. Information quality is evaluated and valid and strong arguments are expected.…”

“…Referring back to the context of this study, consumers seeking hotel information need to ensure themselves regarding the quality of the information they obtain. Following Racherla et al (2012), if the information quality is perceived convincing, they may trust the hotel being reviewed. Based on this discussion, it is hypothesized in this study that information quality contributes to formation of consumer trust.…”