Abstract
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.
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