Trusting me, trusting you : evaluating three forms of trust on an information‐rich consumer review website
Date of Issue2016
Wee Kim Wee School of Communication and Information
When faced with a lack of information, consumers turn to trust to make a decision; but what happens to trust when individuals areconfronted with the wealth of data on the Internet? This study evaluates three forms of trust in information-abundant contexts: trust inthe site, trust in the reviewers, and a postulated third form, trust-in-self. It looks at the roles of these three forms of trust in theinformation-rich travel review website TripAdvisor. Two studies of site users, interviews (N= 30) and a survey (N= 237), found trust-in-self was highly influential in purchase decision making. Further, even with so much information, consumers sought more; the site is justone source they turn to, and they cross-check among sources. The study concludes that any trust consumers have in TripAdvisor is notso much in the reviewers or the site, but in their own selves
Journal of Consumer Behaviour
© 2016 John Wiley & Sons, Ltd. This is the peer reviewed version of the following article: Duffy, A. (2017). Trusting me, trusting you : evaluating three forms of trust on an information‐rich consumer review website. Journal of Consumer Behaviour, 16(3), 212-220. doi:10.1002/cb.1628, which has been published in final form at [http://dx.doi.org/10.1002/cb.1628]. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.