“…Based on signalling theory (Bulbulia and Sosis, 2011), online reviews are signalling factors and third party endorsements that might be trusted by a person (Courtney & Li, 2016). Most of previous researchers have taken online reviews as signals for readers, which were based on signalling theory (Eteokleous et al, 2016;Melo et al, 2016;Sparks et al, 2016). However, these signals are not useful unless the receiver considers them trustworthy (Mavlanov et al, 2016).…”