Abstract
Online reviews and trust cues are two core aspects of e-commerce. Based on these features, users can make informed decisions about the products and services they buy online. Although prior studies ...
Highlights
Social interactions and decision making are two of many aspects that are evolving since the appearance of the web 2.0 and its characteristic user-generated content
We hypothesized that factual reviews are considered more trustworthy, less fake, and result in a higher purchase intention, when compared to an emotional writing style
This study aims to observe if users tend to perceive online reviews as fake, as more or less trustworthy, and if these entail a higher or lower purchase intention, according to the review’s writing style and their trust cues
Summary
Social interactions and decision making are two of many aspects that are evolving since the appearance of the web 2.0 and its characteristic user-generated content. Thanks to e-commerce platforms, users can receive automated recommendations about products and services that might be of interest to them (Ricci, Rokach, & Shapira, 2011). Users can actively intervene in the decision of other online customers, by means of writing reviews and by responding to questions about products or services. E-commerce platforms can support users in their decisions by offering certain hints about the trustworthiness of online reviews. These so-called trust cues can be, for example, ratings of a product or “helpfulness votes” of a review (Cao, Duan, & Gan, 2011). We investigate the relation between the writing style (emotional versus factual) of a review and its helpfulness, as a trust cue
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