Reciprocal Effects of Word of Mouse and Online Trust: A Three-Wave Longitudinal Study

被引：3

作者：

Jamil, Raja Ahmed ^{[1
]}

Qayyum, Abdul ^{[2
]}

机构：

[1] Univ Haripur, Dept Management Sci, Hattar Rd Haripur, Kpk, Pakistan

[2] Riphah Int Univ, Fac Management Sci, Islamabad, Pakistan

来源：

JOURNAL OF INTERNET COMMERCE | 2023年 / 22卷 / 03期

关键词：

Confirmation bias; longitudinal study; online trust; signaling theory; word of mouse; OF-MOUTH; REPURCHASE INTENTION; CONSUMER TRUST; EWOM; SATISFACTION; ACCEPTANCE; REVIEWS; INFORMATION; TECHNOLOGY; COMMERCE;

D O I：

10.1080/15332861.2022.2088036

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This is the first study to investigate the reciprocal relationship between word of mouse and online trust. It was expected that consumers develop online trust through word of mouse information, and conversely, consumers who trust online sellers consume word of mouse (WOMS) to affirm their initial beliefs. Hypotheses were tested with a sample of 447 consumers based on a three-wave longitudinal design. The results supported that a reciprocal relationship exists between WOMS and online trust. Word of mouse predicted subsequent online trust, and online trust predicted word of mouse. Since these reciprocal effects indicate a virtuous cycle with positive effects of online trust and WOMS for both sellers and consumers, the results of this study have implications for both researchers and practitioners alike.

引用

页码：321 / 348

页数：28

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