Modeling Consumers’ Trust Toward Online Reviews in E-Commerce Platforms

Stuart School of Business research presentation by: Zheng Zhou, Stuart Ph.D. student

Time

-

Locations

Virtual—Online

Modeling Consumers’ Trust Toward Online Reviews in E-Commerce Platforms

  • Zheng Zhou, Stuart Ph.D. student

Abstract:

We conducted a survey on Qualtrics.com to collect people’s attitude toward the trustworthiness of online reviews (N=1,050). Data analyses support that both the quality of online reviews and the quality of shopping platforms positively contribute to the information credibility. Besides, we specifically study how the moderating effect of consumers’ own skepticism affects their shopping behavior.

 

The Friday Research Presentations series showcases ongoing academic research projects conducted by Stuart faculty, as well as research presentations made by faculty at other leading business schools.

All Illinois Tech faculty, students, and staff are invited to attend.