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What makes an online consumer review trustworthy?

Lookup NU author(s): Professor Raffaele Filieri

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Abstract

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.

Publication metadata

Author(s): Filieri R

Publication type: Article

Publication status: Published

Journal: Annals of Tourism Research

Year: 2016

Volume: 58

Pages: 46–64

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

Publisher: Elsevier

URL: http://dx.doi.org/10.1016/j.annals.2015.12.019

DOI: 10.1016/j.annals.2015.12.019

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