Human Computer Interaction, Artificial Intelligence and Intelligent Augmentation

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Paper Type

short

Paper Number

2109

Description

Online reviews have been identified as an important driver of online sales, thus online review quality and quality antecedents have received much attention from Information Systems (IS) researchers. This study takes a novel approach by examining perceptions of reviewers’ trustworthiness with different visual cues about reviewer credibility and incentives. Integrating the IS trust model and the elaboration likelihood model, the preliminary results provide early evidence of the significant influence of credibility cues, incentive cues and argument quality on competence, benevolence, and integrity beliefs, which subsequently lead to trusting attitude. The findings extend current research on online review quality and peripheral cues conveying credibility and potential bias.

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Dec 14th, 12:00 AM

Biased but Credible: An Experimental Study of Online Reviews

Online reviews have been identified as an important driver of online sales, thus online review quality and quality antecedents have received much attention from Information Systems (IS) researchers. This study takes a novel approach by examining perceptions of reviewers’ trustworthiness with different visual cues about reviewer credibility and incentives. Integrating the IS trust model and the elaboration likelihood model, the preliminary results provide early evidence of the significant influence of credibility cues, incentive cues and argument quality on competence, benevolence, and integrity beliefs, which subsequently lead to trusting attitude. The findings extend current research on online review quality and peripheral cues conveying credibility and potential bias.

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