Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust

Main Article Content

Muriel Araujo Soares orcid
Décio Bittencourt Dolci orcid
Guilherme Lerch Lunardi orcid


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.


Download data is not yet available.

Article Details

How to Cite
Soares, M. A., Dolci, D. B., & Lunardi, G. L. (2022). Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust. Journal of Contemporary Administration, 26(Sup. 1), e210114.
Theoretical-empirical Articles


Ahmad, S., & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce construct. International Journal of Information Management, 37(3), 202-213.
Almana, A. M., & Mirza, A. A. (2013). The impact of electronic word of mouth on consumers’ purchasing decisions. International Journal of Computer Applications, 82(9), 23-31.
Awad, N., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101-121.
Baccarella, C. V., Wagner, T. F., Kietzmann, J. H., & McCarthy, I. P. (2018). Social media? It’s serious! Understanding the dark side of social media. European Management Journal, 36(4), 431-438.
Bilal, M., Akram, U., Rasool, H., Yang, X., & Tanveer, Y. (2021). Social commerce isn’t the cherry on the cake, its the new cake! How consumers’ attitudes and eWOM influence online purchase intention in China. International Journal of Quality and Service Sciences, Ahead-of print.
Bispo, M. de S. (2022). Reflecting on contemporary Administration. Revista de Administração Contemporânea, 26(1), e210203.
Braojos, J., Benitez, J., & Llorens, J. (2019). How do social commerce-IT capabilities influence firm performance? Theory and empirical evidence. Information & Management, 56(2), 155-171.
Cheng, X., Gu, Y., & Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1-12.
Cheung, C., Xiao, B., & Liu, I. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50-58.
Churchill, G. A., & Peter, J. P. (1998). Marketing: Creating value for customers. New York: Irwin/McGraw-Hill.
Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design: A multi-method approach. MIS Quarterly, 33(3), 539-566.
Davenport, T. (2004). Atenção: A próxima fronteira da informação. In Marchand, D., Davenport, T., & Dickson, T, Dominando a gestão da informação. Porto Alegre: Bookman.
Dong, B., Li, M., & Sivakumar, K. (2019). Online review characteristics and trust: A cross‐country examination. Decision Sciences, 50(3), 537–566.
Field, A. (2009). Descobrindo a estatística usando o SPSS. Porto Alegre: Bookman.
Flanagin, A., Metzger, M., Pure, R., Markov, A., & Hartsell, E. (2014). Mitigating risk in ecommerce transactions: Perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), 1-23.
Friedrich, T. (2017). On the factors influencing consumers’ adoption of social commerce – a review of the empirical literature. Pacific Asia Journal of the Association for Information Systems, 8(4), Article 2.
Gundlach, G., & Murphy, P. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(4), 35-46.
Guo, S., Wang, M., & Leskovec, J. (2011). The role of social networks in online shopping: Information passing, price of trust, and consumer choice. Proceedings of the 12th ACM conference on electronic commerce (EC ‘11). New York, NY, USA.
Hair, J., Jr., Anderson, R., Tatham, R., & Black, W. (2009). Análise multivariada de dados (6 ed). Porto Alegre: Bookman.
Hajli, M., Hajli, F., & Khani, F. (2013). Establishing trust in social commerce through social word of mouth. Proceedings of the international conference on e-commerce in developing countries: With focus on e-security, Kish Island, Iran, 7.
Hajli, N. (2020). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774-791.
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183-191.
Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38-50.
Jaccard, J., & Jacoby, J. (2010). Theory construction and model-building skills. New York: Guilford Press.
Karmarkar, U. R., Shiv, B., & Knutson, B. (2015). Cost conscious? The neural and behavioral impact of price primacy on decision making. Journal of Marketing Research, 52(4), 467-481.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Kim, Y., & Peterson, R. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44-54.
Lam, H. K., Yeung, A. C., Lo, C. K., & Cheng, T. C. E. (2019). Should firms invest in social commerce? An integrative perspective. Information & Management, 56(8), 103164.
Lee, J., & Hong, I. B. (2019). Consumer’s electronic word-of-mouth adoption: The trust transfer perspective. International Journal of Electronic Commerce, 23(4), 595–627.
Lee, K., & Lee, B. (2011, August). An empirical study on quality uncertainty of products and social commerce. Proceedings of the International Conference on Electronic Commerce (Article 16). New York, NY, USA, 13.
Li, L., Rhee, C., & Moon, J. (2018). Identifying the effect of product types in the relationships between product discounts and consumer distrust levels in China’s online social commerce market at the era of big data. KSII Transactions on Internet and Information Systems, 12(5), 2194-2210.
Liang, T.-P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-14.
Lin, X., Li, Y., & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 37(3), 190-201.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
Maia, C., Lunardi, G., Dolci, D., & D’Avila, L. (2019). Competitive price and trust as determinants of purchase intention in social commerce. BAR - Brazilian Administration Review, 16(4), e190074.
Maia, C., Lunardi, G., Longaray, A., & Munhoz, P. (2018). Factors and characteristics that influence consumers’ participation in social commerce. Revista de Gestão, 25(2), 194-211.
Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008-5013.
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Nielsen. (2015). Global trust in advertising. Retrieved from
Pavlou, P. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15-37.
Sullivan, Y., & Kim, D. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219.
Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299.
Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86(1), 95-108.
Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.
Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73.