Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence
This article investigates the main and interactional effects of review valence and the presence of source identity on consumer perception of credibility of an online review and initial trust of travel services being reviewed. An experimental design is developed involving 639 travel consumers. Result...
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| Format: | Journal Article |
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Sage Publications
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/6715 |
| _version_ | 1848745157329944576 |
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| author | Kusumasondjaja, Sony Shanka, Tekle Marchegiani, Christopher |
| author_facet | Kusumasondjaja, Sony Shanka, Tekle Marchegiani, Christopher |
| author_sort | Kusumasondjaja, Sony |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This article investigates the main and interactional effects of review valence and the presence of source identity on consumer perception of credibility of an online review and initial trust of travel services being reviewed. An experimental design is developed involving 639 travel consumers. Results indicate that a negative online review is deemed more credible than a positive online review, while a positive online review leads to a greater initial trust than a negative review. These findings apply when the identity of the reviewer is disclosed. However, when the reviewer’s identity is not disclosed, there is no significant difference between positive and negative reviews either in terms of perceived credibility or impact on consumer trust. Theoretical and managerial implications, limitations and future directions are also discussed. |
| first_indexed | 2025-11-14T06:12:54Z |
| format | Journal Article |
| id | curtin-20.500.11937-6715 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:12:54Z |
| publishDate | 2012 |
| publisher | Sage Publications |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-67152023-05-23T01:00:03Z Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence Kusumasondjaja, Sony Shanka, Tekle Marchegiani, Christopher credibility Consumer-generated media trust source identity valence online review This article investigates the main and interactional effects of review valence and the presence of source identity on consumer perception of credibility of an online review and initial trust of travel services being reviewed. An experimental design is developed involving 639 travel consumers. Results indicate that a negative online review is deemed more credible than a positive online review, while a positive online review leads to a greater initial trust than a negative review. These findings apply when the identity of the reviewer is disclosed. However, when the reviewer’s identity is not disclosed, there is no significant difference between positive and negative reviews either in terms of perceived credibility or impact on consumer trust. Theoretical and managerial implications, limitations and future directions are also discussed. 2012 Journal Article http://hdl.handle.net/20.500.11937/6715 10.1177/1356766712449365 Sage Publications restricted |
| spellingShingle | credibility Consumer-generated media trust source identity valence online review Kusumasondjaja, Sony Shanka, Tekle Marchegiani, Christopher Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence |
| title | Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence |
| title_full | Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence |
| title_fullStr | Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence |
| title_full_unstemmed | Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence |
| title_short | Credibility of online reviews and initial trust: The roles of reviewer's identity and review valence |
| title_sort | credibility of online reviews and initial trust: the roles of reviewer's identity and review valence |
| topic | credibility Consumer-generated media trust source identity valence online review |
| url | http://hdl.handle.net/20.500.11937/6715 |