Should I trust him? The effects of reviewer profile characteristics on eWOM credibility

作者：

Highlights：

• Reputation cue influenced both cognitive and affective trust towards reviewer.

• Profile picture only affected affective trust towards reviewer.

• Perceived social presence explained how profile picture influenced affective trust.

• Bandwagon perception mediated the effect of reputation cue on review credibility.

• Review valence moderated the effects of both reputation cue and profile picture.

摘要

•Reputation cue influenced both cognitive and affective trust towards reviewer.•Profile picture only affected affective trust towards reviewer.•Perceived social presence explained how profile picture influenced affective trust.•Bandwagon perception mediated the effect of reputation cue on review credibility.•Review valence moderated the effects of both reputation cue and profile picture.

论文关键词：Cognitive trust,Affective trust,Credibility,Profile characteristics,Bandwagon perception,Social presence

论文评审过程：Available online 11 February 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.01.027