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Lookup NU author(s): Professor Raffaele Filieri
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
Online consumer reviews (OCRs) are increasingly used by consumers to make informed decisions about tourism-related products. However, there is an increase in concern about the level of trustworthiness of OCRs. As yet, little is known about how consumers assess trustworthiness and untrustworthiness of OCRs. This study aims to fill this gap by using a grounded theory approach based on 38 interviews with users of OCRs. Results show that consumers primarily use cues related to the message content and style andreview extremity and valence to assess trustworthiness. Findings indicate that moderating variables such as consumer involvement and experience as well as the type of website affects the way consumers assess trustworthiness. Reviews perceived as untrustworthy are discounted by consumers.
Author(s): Filieri R
Publication type: Article
Publication status: Published
Journal: Annals of Tourism Research
Print publication date: 01/05/2016
Online publication date: 27/02/2016
Acceptance date: 31/12/2015
Date deposited: 22/08/2016
ISSN (print): 0160-7383
ISSN (electronic): 1873-7722
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