The academic research community’s interest in studying online fraud and deception has not been high. This study fills this gap by focusing on deceptive online product recommendation agents (PRAs) and empirically examining the dynamics of trust and distrust relationships in the context of detecting such a novel form of deception. The results indicate that trust and distrust are distinct and are both indispensable concepts in a deception detection context. More importantly, trust and distrust have asymmetric effects on consumers’ intention to use the PRA moderated by the level of risk embedded in a particular situation. This study not only contributes to theory building in trust and distrust but also has practical implications for online vendors.
Xiao, Bo and Benbasat, Izak, "The Asymmetric Effects of Trust and Distrust: An Empirical Investigation in a Deception Detection Context" (2010). SIGHCI 2010 Proceedings. 20.