Abstract

During the last decades, the emergence of social media platforms has shaped the way people make decisions and search for information. These platforms have made it easy for individuals to write reviews and find information about any product/service anytime anywhere. Since consumers in these online environments might share their experiences without knowing each other, readers cannot verify whether reviewers are telling the truth or what motivated them to write such comments, so trusting these reviews is difficult and complex. Therefore, the objective of this work-in-progress research is to conceptualize online review trust and propose a model of online review trust antecedents. This work reviews related literature about trust and online reviews through the lens of the uncertainty reduction theory (URT) and outlines a survey- design approach to empirically validate the proposed model using structural equation modeling. Finally, anticipated contributions are discussed.

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