Interaction Effects between Online Reviews and Product Characteristics on Consumer’s Trust
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Muriel Araujo Soares
Décio Bittencourt Dolci
Guilherme Lerch Lunardi
Abstract
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.
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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. https://doi.org/10.1590/1982-7849rac2022210114.en
Section
Theoretical-empirical Articles
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References
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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. https://doi.org/10.5120/14145-2286
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. https://doi.org/10.2753/MIS0742-1222240404
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. https://doi.org/10.1016/j.emj.2018.07.002
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. https://doi.org/10.1108/IJQSS-01-2021-0016
Bispo, M. de S. (2022). Reflecting on contemporary Administration. Revista de Administração Contemporânea, 26(1), e210203. https://doi.org/10.1590/1982-7849rac2022210203.en
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. https://doi.org/10.1016/j.im.2018.04.006
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. https://doi.org/10.1016/j.ijinfomgt.2018.10.014
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. https://doi.org/10.1016/j.dss.2014.05.002
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. https://doi.org/10.2307/20650308
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. https://doi.org/10.1111/deci.12339
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. https://doi.org/10.1007/s10660-014-9139-2
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. https://doi.org/10.17705/1pais.08401
Gundlach, G., & Murphy, P. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(4), 35-46. https://doi.org/10.1177/002224299305700403
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. https://doi.org/10.1145/1993574.1993598
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. https://doi.org/10.1109/ECDC.2013.6556738
Hajli, N. (2020). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774-791. https://doi.org/10.1108/ITP-02-2018-0099
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183-191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38-50. https://doi.org/10.1016/j.elerap.2018.05.005
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. https://doi.org/10.1509/jmr.13.0488
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. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kim, Y., & Peterson, R. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44-54. https://doi.org/10.1016/j.intmar.2017.01.001
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. https://doi.org/10.1016/j.im.2019.04.007
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. https://doi.org/10.1080/10864415.2019.1655207
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. https://doi.org/10.1145/2378104.2378120
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. http://doi.org/10.3837/tiis.2018.05.016
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. https://doi.org/10.2753/JEC1086-4415160201
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. https://doi.org/10.1016/j.ijinfomgt.2016.06.006
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. https://doi.org/10.1016/j.chb.2015.11.057
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. https://doi.org/10.1590/1807-7692bar2019190074
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. https://doi.org/10.1108/REGE-03-2018-031
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. https://doi.org/10.1016/j.jbusres.2016.04.072
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Nielsen. (2015). Global trust in advertising. Retrieved from https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-trust-in-advertising-report-sept-2015-1.pdf
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. https://doi.org/10.1080/10864415.2003.11044275
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. https://doi.org/10.1002/dir.20041
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. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
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. https://doi.org/10.1080/08961530.2020.1712293
Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86(1), 95-108. https://doi.org/10.1016/j.dss.2016.04.001
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. https://doi.org/10.1016/j.ijhm.2010.02.002
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. https://doi.org/10.1016/j.elerap.2016.03.004
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. https://doi.org/10.5120/14145-2286
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. https://doi.org/10.2753/MIS0742-1222240404
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. https://doi.org/10.1016/j.emj.2018.07.002
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. https://doi.org/10.1108/IJQSS-01-2021-0016
Bispo, M. de S. (2022). Reflecting on contemporary Administration. Revista de Administração Contemporânea, 26(1), e210203. https://doi.org/10.1590/1982-7849rac2022210203.en
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. https://doi.org/10.1016/j.im.2018.04.006
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. https://doi.org/10.1016/j.ijinfomgt.2018.10.014
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. https://doi.org/10.1016/j.dss.2014.05.002
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. https://doi.org/10.2307/20650308
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. https://doi.org/10.1111/deci.12339
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. https://doi.org/10.1007/s10660-014-9139-2
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. https://doi.org/10.17705/1pais.08401
Gundlach, G., & Murphy, P. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(4), 35-46. https://doi.org/10.1177/002224299305700403
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. https://doi.org/10.1145/1993574.1993598
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. https://doi.org/10.1109/ECDC.2013.6556738
Hajli, N. (2020). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774-791. https://doi.org/10.1108/ITP-02-2018-0099
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183-191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38-50. https://doi.org/10.1016/j.elerap.2018.05.005
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. https://doi.org/10.1509/jmr.13.0488
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. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kim, Y., & Peterson, R. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44-54. https://doi.org/10.1016/j.intmar.2017.01.001
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. https://doi.org/10.1016/j.im.2019.04.007
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. https://doi.org/10.1080/10864415.2019.1655207
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. https://doi.org/10.1145/2378104.2378120
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. http://doi.org/10.3837/tiis.2018.05.016
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. https://doi.org/10.2753/JEC1086-4415160201
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. https://doi.org/10.1016/j.ijinfomgt.2016.06.006
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. https://doi.org/10.1016/j.chb.2015.11.057
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. https://doi.org/10.1590/1807-7692bar2019190074
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. https://doi.org/10.1108/REGE-03-2018-031
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. https://doi.org/10.1016/j.jbusres.2016.04.072
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Nielsen. (2015). Global trust in advertising. Retrieved from https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-trust-in-advertising-report-sept-2015-1.pdf
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. https://doi.org/10.1080/10864415.2003.11044275
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. https://doi.org/10.1002/dir.20041
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. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
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. https://doi.org/10.1080/08961530.2020.1712293
Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86(1), 95-108. https://doi.org/10.1016/j.dss.2016.04.001
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. https://doi.org/10.1016/j.ijhm.2010.02.002
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. https://doi.org/10.1016/j.elerap.2016.03.004