A Model of the Impacts of Online Product Review Features on Trust in Ecommerce

ABSTRACT

The pandemic of COVID-19 makes consumers rely on e-commerce to an even higher extent. Since consumers utilize online product reviews (OPRs) for decision making, it is vital to study how various OPR features impact consumer behavior. This research proposes a model for understanding effects of OPR features on consumers’ trust based on HSM. For data collection, we carry out lab experiments and use PLS-SEM analysis to test the model. The results indicate that OPR features influence trust via usefulness of OPRs and attitude toward website. We contribute to the OPR literature by applying the HSM model to the context of OPRs. We also examine the interactions between heuristic mode and systematic mode. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.