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
Date Written: January 6, 2014
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: Suggested Citation