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首页> 外文期刊>International Journal of Electronic Commerce >Consumer's Electronic Word-of-Mouth Adoption: The Trust Transfer Perspective
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Consumer's Electronic Word-of-Mouth Adoption: The Trust Transfer Perspective

机译：消费者的电子话语口语采用：信任转移视角

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摘要

Consumers' trust in the source of an online review message is largely determined by the consumers' trustworthiness beliefs about the source that can potentially influence their willingness to engage in a transaction. While extant research examined consumer trust in a message source (i.e., a reviewer), little attention has been paid to the role of trust transfer within the review platform in forming source trustworthiness perceptions in the electronic word-of-mouth (e-WOM) context; source trustworthiness refers to the extent to which the composer of a review message deserves trust. It is the primary aim of this research to understand how trust transfer between related targets affects a consumer's assessment of online reviews. We empirically examined consumers' e-WOM adoption mechanism from the trust transfer perspective. We constructed a conceptual model based on the elaboration likelihood model and the trust transfer theory, and we tested the model using data collected from an online survey conducted on TripAdvisor.com. The findings revealed that trust is transferred from the review site to the community of reviewers, and then to a specific reviewer, but not directly from the review site to a specific reviewer. It was also found that consumer trust in a specific reviewer and review helpfulness both contribute to review adoption. This study offers some implications from these findings.
机译：消费者对在线审查消息来源的信任基本上由消费者对来源的可靠性信念决定，这可能会影响其愿意参与交易的愿意。虽然现场研究审查了消费者信任，但在消息来源（即审阅者）中，虽然在审查平台中，在电子话语中的审议平台中，对信托转移的作用很少关注（E-Wom）语境;来源可靠性是指审查消息的作曲家值得信任程度。这项研究的主要目的是了解相关目标之间的信任转移如何影响消费者对在线评审的评估。我们从信托转移角度审查了消费者的电子男性采用机制。我们基于阐述似然模型和信任转移理论构建了一种概念模型，我们使用从TripAdvisor.com上进行的在线调查中收集的数据测试了模型。这些调查结果显示，信任从审查网站转移到审稿人社区，然后转到特定审查员，但并非直接从审查网站到特定的审稿人。还发现消费者信任在特定的审查员和审查助人方面都有助于审查通过。本研究提供了这些发现的一些含义。

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