Modeling Consumers’ Trust Toward Online Reviews in E-Commerce Platforms

Modeling Consumers’ Trust Toward Online Reviews in E-Commerce Platforms

• Zheng Zhou, Stuart Ph.D. student

Abstract:

We conducted a survey on Qualtrics.com to collect people’s attitude toward the trustworthiness of online reviews (N=1,050). Data analyses support that both the quality of online reviews and the quality of shopping platforms positively contribute to the information credibility. Besides, we specifically study how the moderating effect of consumers’ own skepticism affects their shopping behavior.

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