THE INFLUENCE OF ONLINE REVIEWS ON CONSUMER TRUST
Keywords:
Influence of Review, Signaling Theory, Consumer TrustAbstract
This study investigates the causal influence of review valence (positive vs. negative) and signal quality (high vs. low), as well as their interaction, on consumer trust in an e-commerce context. Using a 2x2 between-subjects factorial experimental design (N=200), we manipulated review characteristics on a fictitious product page. ANOVA analysis results revealed significant main effects of both valence and signal quality. More importantly, a significant interaction effect was found: high signal quality amplified the impact of positive reviews (trust boosters) and drastically worsened the impact of negative reviews (trust destroyers). These findings confirm signaling theory, suggesting that trust is not solely shaped by sentiment, but moderated by signal credibility.
Downloads
References
Jepara , A., & Soesilowati, E. Prosiding Bisnis Unnes Semarang. Retrieved from https://www.academia.edu/14734633/prosiding_bisnis_unnes_semarang
Taylor, Bryan & Th, Hefri & Hall, Ralph. (2021). INVESTIGASI TEKNOLOGI INFORMASI KOMUNIKASI PERUSAHAAN DAN PERILAKU KONSUMEN TERHADAP MEDIA SOSIAL INDEKS. Retrieved from https://www.researchgate.net/publication/355356644_INVESTIGASI_TEKNOLOGI_INFO RMASI_KOMUNIKASI_PERUSAHAAN_DAN_PERILAKU_KONSUMEN_TERHADA P_MEDIA_SOSIAL_INDEKS
Helmi, Syafrizal & Ginting, Faham. (2008). Filsafat Ilmu dan Metode Riset. Retrieved from https://www.researchgate.net/publication/315652846_Filsafat_Ilmu_dan_Metode_Riset
Yosefina, Uge, Lawe. Universitas Negeri Manado BUKU PROSIDING Seminar Nasional. Retrieved from
https://www.academia.edu/37485560/Universitas_Negeri_Manado_BUKU_PROSIDING_S eminar_Nasional
Hidayat, Rahmat. (2009). “Pengaruh Fungi-Fungsi Komunikasi Pemasaran dan Dimensi-Dimensi CBBE Model Terhadap Peningkatan Ekuitas Merek Studi Kasus: Bank Mega Syariah di Surabaya. S-2 Thesis. Institut Teknologi Bandung. Retrieved from https://digilib.itb.ac.id/assets/files/disk1/420/jbptitbpp-gdl-rahmathida-20979-6-2010ts-d.pdf
Prasetyo, Bowo & Uliniansyah, Mohammad & Riandi, Oskar. (2015). Indonesian-Idf. Retrieved from https://www.researchgate.net/publication/273141354_indonesian-idf
Jepara, A., & Soesilowati, E. Prosiding Bisnis Unnes Semarang. Retrieved from https://www.academia.edu/14734633/prosiding_bisnis_unnes_semarang
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Femmy Effendy
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
