 In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspaceMartin A. Pyle, Andrew N. Smith and Yanina Chevtchouk Journal of Business Research, 2021, vol. 122, issue C, 145-158 Abstract: The relationship between trust and outcome-related responses to electronic word-of-mouth (eWOM) is well-established in research. However, researchers’ consideration and measurement of trust are rooted in, and limited by, the field’s origins in studying offline, interpersonal word-of-mouth, a perspective that does not align with the reality of the eWOM marketspace. In this paper, we conceptualize, and offer evidence of, the eWOM marketspace as a multi-level, interconnected system shaped by multiple persuasion agents with overt and covert agendas. Analyzing data from 27 in-depth interviews, we explain how consumers develop networked, multi-dimensional assessments of trust and manage skepticism in this contemporary environment by drawing on naïve theories and learning from experience. We contribute to a more refined, fluid, and experientially-rooted understanding of consumer trust, and trust assessments in the eWOM marketspace, and offer practical implications for review platforms and marketers. Keywords: Electronic word-of-mouth (eWOM); Dimensional trust; Naïve theories; Persuasion knowledge (PKM); Online reviews; Review platforms (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:122:y:2021:i:c:p:145-158 DOI: 10.1016/j.jbusres.2020.08.063 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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