Consumer trust in an Internet store
Information Technology and Management
Developing and Validating Trust Measures for e-Commerce: An Integrative Typology
Information Systems Research
The development of initial trust in an online company by new customers
Information and Management
Building Effective Online Marketplaces with Institution-Based Trust
Information Systems Research
The mechanics of trust: a framework for research and design
International Journal of Human-Computer Studies
Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies
Journal of Management Information Systems
Revisiting the role of web assurance seals in business-to-consumer electronic commerce
Decision Support Systems
Electronic Commerce Research and Applications
A Research Agenda for Trust in Online Environments
Journal of Management Information Systems
International Journal of Electronic Commerce
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Two studies examined the impact of online store reviews on consumer trust in online stores. Based on the warranting principle, it was proposed that consumer reviews are a more important cue for judging the trustworthiness of an online store than the overall reputation of the store (Experiment 1) or assurance seals (Experiment 2). The role of dispositional trust was also examined. In both experiments, consumer reviews turned out as the strongest predictor of trustworthiness judgments. Store reputation had no significant effect. In Experiment 1, there was a main effect of dispositional trust on perceived trustworthiness. In Experiment 2, dispositional trust moderated the effects of reviews and assurance seals. High trusters were more influenced by the reviews of other consumers; and only high trusters tended to be influenced by assurance seals. The results show that consumer reviews play an important role in consumer decision making, indicating that online consumer communities indeed empower consumers.