Trusting me, trusting you : evaluating three forms of trust on an information‐rich consumer review website

Abstract

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