The Relative Effects of Trust and Distrust on Information Acceptance from Mobile Word-of-Mouth and the Moderating Role of Event Significance and the Aggregate Preference

Abstract

This study examines how users accept the information from mobile Word-of-mouth (MWOM) information communication. In so doing, we investigate the role of both trust and distrust affecting the degree to which users would accept the recommendation made by MWOM and refer the information to other users. Furthermore, we identify specific evaluative judgments critical in enhancing trust and engendering distrust. We then examine the moderating role of event significance and the aggregate preference by other users reflected by the number of likes. The results indicate that trust has a greater influence than distrust in determining the information acceptance and referral of the recommendation made by MWOM. We also find that source expertise, message relevance, and altruism are more significant in inducing trust, while self-interest seeking is more critical in engendering distrust. The results show that our model is robust against different levels of event significance and the number of likes, although the relative significance of a few paths differs by these two moderating variables.