The Proof of the Pudding Is in the Tasting – Or Is It? Novice Consumers' Trust in Providers of Online Advice

Trust in the capabilities of a system, such as a route planner, is considered important for online interactions to run to completion. Little is known, however, about trust formation in the absence of outcome feedback. Such situations presumably cause users to rely on indirect consensus information and direct process information. In two experiments it was examined how direct and indirect information interact to establish consumer trust towards a route planner. Experiment 1 showed that effectiveness of consensus information (cue) is moderated by mere process feedback. In the second experiment, users encountered route planners that provided either consistent or random process feedback. Results suggest that the former facilitated belief formation about the system’s functioning, causing trust to increase. In addition, consistency in process feedback influenced the effect of the cue on trust.



Citation:

Peter de Vries (2005) ,"The Proof of the Pudding Is in the Tasting – Or Is It? Novice Consumers' Trust in Providers of Online Advice", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 278-284.

Authors

Peter de Vries, University of Twente, Dept. of Communication Science



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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