Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy of content attributes serving as trust cues in online consumer product review videos. A multi-method study conducted a series of focus groups and a survey study; focus groups identified 18 content attributes intentionally provided by a content creator in product review videos that serve as trust cues. In the focus groups and the survey, six of these content attributes emerged as heuristic cues that are particularly effective at eliciting consumer trust. Findings contribute to the understanding of cue-based trust and signaling theory in the eWOM context and hold practical implications for various stakeholders.
Related Research
-
Role Incongruity and Information Accuracy in AI-Mediated Communication: An Integrated Approach to AI Evaluation and Perception of Gender StereotypeJiwon Kim (Ph.D. student) and Glenna Read, “Role Incongruity and Information Accuracy in AI-Mediated Communication: An Integrated Approach to AI Evaluation and Perception of Gender Stereotype,” paper accepted to the International Communication […]
-
Watching Other People Work: Documenting and Streaming Labor on TikTok LIVECeleste Oon and Jessica Maddox, “Watching Other People Work: Documenting and Streaming Labor on TikTok LIVE.” Paper accepted to the 2026 Society for Cinema and Media Studies annual conference, Chicago, […]