Uncertainty, trust and purchase intention based on online product reviews: an introduction to a multinational study

摘要

In this study, we apply the uncertainty reduction theory of communication and espoused national culture theory to identify the antecedents of consumers' trust in online product recommendations. We hypothesise that online reviews have both an informational component and a social component that have varying effects on consumers' trust. We further theorise that cultural differences in dimensions such as uncertainty avoidance and collectivism moderate the effect of informational and social components on trust. To test the hypotheses, we adopt a 2 x 2 repeated measures experimental design. The research framework and experimental design are discussed in detail. We intend to test the framework on student populations from the USA and China. Results can shed light on the informational and social dynamics of online reviews, and help practitioners develop robust online recommendation systems that have multinational appeal. Findings of this study promise to carry substantial implications for marketers and commercial website designers interested in taking advantage of the recent trend toward globalisation of consumer marketplaces, and the resultant cultural heterogeneity of consumers.