On-Line Reviews’ Impact on Trust Building

Global Conference on Business and Finance, Honolulu 2014, Vol. 9, No. 1, pg. 350-360

11 Pages Posted: 18 Jan 2014 Last revised: 21 Jan 2014

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Gul Gursoy

Istanbul Bilgi University

Date Written: January 6, 2014

Abstract

An on-line consumer review, which is a popular form of consumer created information, is provided by previous consumers. It often includes information and recommendation. This novel type of the electronic word-of-mouth communication has recently been emerging as a crucial factor in trust building during on-line shopping. Our research investigates the influences of on-line consumer reviews impact on trust-building process with regard to quality, quantity, proportion of negative/positive on-line consumer reviews as well as consumers' purchasing intentions. On-line questionnaire has been implemented to a convenience sample of 73 respondents. Our findings provide important managerial implications for better-informed e-tailing marketing strategy design.

Keywords: on-line consumer review, trust building, e-retailing, on-line shopping

JEL Classification: M30, M31

Suggested Citation

Ozturkcan, Selcen and Gursoy, Gul, On-Line Reviews’ Impact on Trust Building (January 6, 2014). Global Conference on Business and Finance, Honolulu 2014, Vol. 9, No. 1, pg. 350-360. Available at SSRN: https://ssrn.com/abstract=2380140

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Gul Gursoy

Istanbul Bilgi University ( email )

Eski Silahtarağa Elektrik Santralı
Silahtarağa Mah. Kazım Karabekir Cad. No: 1 Eyüp
Istanbul, 34060
Turkey

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