The Consumer Trust on e-WOM: In the Perspective of Seller Managed Web Review Boards

후기게시판 신뢰 요인 연구: 온라인 쇼핑몰 후기게시판을 중심으로

  • Received : 2011.11.29
  • Accepted : 2011.12.26
  • Published : 2011.12.31


Although e-commerce is growing fast, e-commerce consumers are still under higher risk and uncertainty in the comparison of the traditional commerce's. Consumer review boards of online shopping malls are good measures to help buyer's decision making, and should be managed effectively by sellers. We formulate the research model on consumer trust formation on seller managed web review boards on the background of previous literatures on e-WOM and trust. Our data analysis with 368 samples shows seller's reputation, e-service quality, perceived reviewer's benevolence and ability have significant positive effect on the trustworthiness of the board. Product involvement shows weak negative moderation effect on the relationship between perceived reviewer's benevolence and trustworthiness of review boards.




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