Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust
ABSTRACT Objective: the present study analyzes the relationship between online reviews and consumer trust in online stores, considering the conjoint effects of the characteristics of online reviews and product offers in the social commerce context. Methods: the study is characterized as a laboratory experiment that simulated the environment of an online store considering different scenarios, totaling 602 cases for analysis. Results: the results indicate that the relationship established between the consumer and the reviewers moderates the relationship between reviews and trust, suggesting that positive and negative reviews from friends and acquaintances affect the consumer’s trust more than those reviews made from strangers. However, this effect is not always significant, depending on the price offered. Still, the type of the product moderates the effect of the online reviews on trust when the store displays higher prices than the competition. In such cases, the impact of reviews on trust is more intense in high-value product advertisements. Conclusions: the study can help managers and website developers create more appropriate processes and strategic alternatives in the social commerce context, based on a better understanding of the relationships among the variables studied in this research.
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2022
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oai:scielo:S1415-655520220007011012022-08-29Interaction Effects between Online Reviews and Product Characteristics on Consumer’s TrustSoares,Muriel AraujoDolci,Décio BittencourtLunardi,Guilherme Lerch e-commerce social commerce trust online word of mouth social networks ABSTRACT Objective: the present study analyzes the relationship between online reviews and consumer trust in online stores, considering the conjoint effects of the characteristics of online reviews and product offers in the social commerce context. Methods: the study is characterized as a laboratory experiment that simulated the environment of an online store considering different scenarios, totaling 602 cases for analysis. Results: the results indicate that the relationship established between the consumer and the reviewers moderates the relationship between reviews and trust, suggesting that positive and negative reviews from friends and acquaintances affect the consumer’s trust more than those reviews made from strangers. However, this effect is not always significant, depending on the price offered. Still, the type of the product moderates the effect of the online reviews on trust when the store displays higher prices than the competition. In such cases, the impact of reviews on trust is more intense in high-value product advertisements. Conclusions: the study can help managers and website developers create more appropriate processes and strategic alternatives in the social commerce context, based on a better understanding of the relationships among the variables studied in this research.info:eu-repo/semantics/openAccessAssociação Nacional de Pós-Graduação e Pesquisa em AdministraçãoRevista de Administração Contemporânea v.26 suppl.1 20222022-01-01info:eu-repo/semantics/articletext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552022000701101en10.1590/1982-7849rac2022210114.en |
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Soares,Muriel Araujo Dolci,Décio Bittencourt Lunardi,Guilherme Lerch |
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Soares,Muriel Araujo Dolci,Décio Bittencourt Lunardi,Guilherme Lerch Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust |
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Soares,Muriel Araujo Dolci,Décio Bittencourt Lunardi,Guilherme Lerch |
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Soares,Muriel Araujo |
title |
Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust |
title_short |
Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust |
title_full |
Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust |
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Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust |
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Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust |
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interaction effects between online reviews and product characteristics on consumer’s trust |
description |
ABSTRACT Objective: the present study analyzes the relationship between online reviews and consumer trust in online stores, considering the conjoint effects of the characteristics of online reviews and product offers in the social commerce context. Methods: the study is characterized as a laboratory experiment that simulated the environment of an online store considering different scenarios, totaling 602 cases for analysis. Results: the results indicate that the relationship established between the consumer and the reviewers moderates the relationship between reviews and trust, suggesting that positive and negative reviews from friends and acquaintances affect the consumer’s trust more than those reviews made from strangers. However, this effect is not always significant, depending on the price offered. Still, the type of the product moderates the effect of the online reviews on trust when the store displays higher prices than the competition. In such cases, the impact of reviews on trust is more intense in high-value product advertisements. Conclusions: the study can help managers and website developers create more appropriate processes and strategic alternatives in the social commerce context, based on a better understanding of the relationships among the variables studied in this research. |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração |
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2022 |
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http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552022000701101 |
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