Developing and Validating Trust Measures for e-Commerce: An Integrative Typology
Information Systems Research
A survey of trust and reputation systems for online service provision
Decision Support Systems
What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology
International Journal of Electronic Commerce
The Economic Leverage of the Virtual Community
International Journal of Electronic Commerce
A Research Agenda for Trust in Online Environments
Journal of Management Information Systems
International Journal of Information Systems and Social Change
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In this study, we apply the uncertainty reduction theory of communication and espoused national culture theory to identify the antecedents of consumers' trust in online product recommendations. We hypothesise that online reviews have both an informational component and a social component that have varying effects on consumers' trust. We further theorise that cultural differences in dimensions such as uncertainty avoidance and collectivism moderate the effect of informational and social components on trust. To test the hypotheses, we adopt a 2 × 2 repeated measures experimental design. The research framework and experimental design are discussed in detail. We intend to test the framework on student populations from the USA and China. Results can shed light on the informational and social dynamics of online reviews, and help practitioners develop robust online recommendation systems that have multinational appeal. Findings of this study promise to carry substantial implications for marketers and commercial website designers interested in taking advantage of the recent trend toward globalisation of consumer marketplaces, and the resultant cultural heterogeneity of consumers.