Online reputation systems have evolved to increase our knowledge of sellers, products, services, and other individuals in the electronic setting of the Internet. Evidence from prior studies suggests that the feedback individuals provide through reputation systems in the form of numerical ratings, a given number of stars, and text commentary should alleviate an element of uncertainty when interacting in the online environment. However, the user of the feedback must believe that the feedback is trustworthy. To our knowledge, no studies exist which examine the role of trust with regard to the consumer’s intention to use feedback from reputation systems. As online interactions increase, mechanisms for reputation in this context continue to grow in importance. This study will endeavor to address a significant gap in current literature to examine how trust impacts the user’s intention to use feedback from online reputation systems.
Vannoy, Sandra A.; Nath, Anupam K.; and Iyer, Lakshmi, "The Role of Trust in the Intention to Use Feedback from Reputation Systems" (2008). AMCIS 2008 Proceedings. 213.