Journal of Northeastern University(Natural Science)

Journal of Northeastern University ›› 2012, Vol. 33 ›› Issue (12): 1790-1794.DOI: -

• OriginalPaper • Previous Articles     Next Articles

Investigating moderators between perceived online reviews and initial trust under C2C contexts

Zhao, Jia (1); Ma, Qin-Hai (1); Zhang, Yue-Xian (2)   

  1. (1) School of Business Administration, Northeastern University, Shenyang 110819, China; (2) Northeastern University at Qinhuangdao, Qinhuangdao 066004, China
  • Received:2013-06-19 Revised:2013-06-19 Published:2013-04-04
  • Contact: Zhao, J.
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Abstract: The lack of initial trust has become a barrier of using online shopping for customers. A conceptual model was built to investigate how the customer expertise and product involvement influence the relationship of customer reviews and initial trust. Based on a customer survey of online service, empirical research shows that customer expertise moderated the relationship between review quality and initial trust, as well as between reviewer expertise and initial trust. Additionally, product involvement moderated the relationship among review quality, review quantity, reviewer expertise and initial trust.

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