Generating Trust in Online Consumer Reviews through Signaling: An Experimental Study
作者： Tobias Riasanow , Hua Jonathan Ye , Suparna Goswami
关键词: Psychology 、 Construct (philosophy) 、 Marketing 、 Consumption (economics) 、 Empirical research 、 Laboratory experiment 、 Test (assessment) 、 Advertising 、 Scale (social sciences) 、 Affect (psychology) 、 Trustworthiness
摘要: With the availability of online consumer reviews, consumers' consumption behaviors are gradually changing. They increasingly relying on reviews for information prior to purchase. The influences sales have been identified and verified by many empirical studies. However, little research has explored how review content characteristics affect trustworthiness in (TIOCR) willingness purchase (WTP) experience goods. Based signaling theory related literature, we construct a model explain TIOCR WTP We hypothesize that influenced characteristics, i.e., Prevalence negative statements, prevalence conflicting information, emotions. A pilot laboratory experiment is carried out test hypotheses. Preliminary results discussed. will be validated large scale experiment.
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