Although extremely popular, electronic commerce environments often lack information that has traditionally served to ensure trust among exchange partners. Digital technologies, however, have created new forms of "electronic word-of-mouth," which offer new potential for gathering credible information that guides consumer behaviors. We conducted a nationally representative survey and a focused experiment to assess how individuals perceive the credibility of online commercial information, particularly as compared to information available through more traditional channels, and to evaluate the specific aspects of ratings information that affect people's attitudes toward ecommerce. Survey results show that consumers rely heavily on web-based information as compared to other channels, and that ratings information is critical in the evaluation of the credibility of online commercial information. Experimental results indicate that ratings are positively associated with perceptions of product quality and purchase intention, but that people attend to average product ratings, but not to the number of ratings or to the combination of the average and the number of ratings together. Thus suggests that in spite of valuing the web and ratings as sources of commercial information, people use ratings information suboptimally by potentially privileging small numbers of ratings that could be idiosyncratic. In addition, product quality is shown to mediate the relationship between user ratings and purchase intention. The practical and theoretical implications of these findings are considered for ecommerce scholars, consumers, and vendors.Keywords Ecommerce · Credibility · User-generated content · Amazon · Product ratings · Electronic word of mouth · Information credibility · Purchase intention · Product quality · User ratings People are increasingly relying on web-based commercial information for electronic commerce ("ecommerce") transactions that range from small personal items to home purchases [45]. Retail ecommerce sales in the U.S. currently constitute roughly 4 % of total retail sales, which translates to almost 40 billion dollars annually [10]. The number of Americans who have purchased a product online has steadily increased since 2000, and a majority (66 %) now report having made at least one online purchase [46]. An even larger percentage (93 %) has used the Internet for ecommerce-related activities, including researching information about a product they are thinking of buying, with more than a quarter of Americans reporting they do this on a daily basis [49]. In fact, over the last decade the number of people either researching or buying a product or service online has nearly doubled, a trend that holds true across a wide range of ecommerce-related activities [45].Despite its popularity, online commercial transactions often lack elements that have traditionally served to ensure trust and credibility among exchange parties. Indeed, varying "patronage modes" embody different levels of risk for the consumer, which incr...
The vast amount of information available online makes the origin of information, its quality, and its veracity less clear than ever before, shifting the burden on individual users to assess information credibility. Contemporary youth are a particularly important group to consider with regard to credibility issues because of the tension between their technical and social immersion with digital media, and their relatively limited development and life experience compared to adults (Metzger & Flanagin, 2008). Although children may be highly skilled in their use of digital media, they may be inhibited in terms of their ability to discern quality online information due to their level of cognitive and emotional development, personal experience, or familiarity with the media apparatus compared to adults. This chapter presents the findings of a large-scale survey of children in the U.S. ages 11-18 years examining young people’s beliefs about the credibility of information available online, and the strategies they use to evaluate it. Findings from the study inform theoretical, practical, and policy considerations in relation to children’s digital literacy skills concerning credibility evaluation.
Recent technological changes have created a radically different information environment from the one that existed even a few decades ago. Rather than coming from a small number of sources, each with a substantial investment in the information production and delivery processes, information is increasingly provided by a wide range of sources, many of which can readily provide and deliver information to large audiences worldwide. One consequence of this evolution in information production is an almost incomprehensibly vast information repository in the form of the Web and other online resources. A variety of social media have extended this information and source fecundity even further by connecting individuals to one another and by providing significant opportunities to share myriad types of information generated by users themselves. This shift in information dissemination challenges longstanding models of the provision of credible information by suggesting circumstances under which sources that are not understood as "experts" in the traditional sense are in fact in the best position to provide the most credible information.
This entry provides an overview of research findings and theories regarding trust and privacy in electronic commerce. Trust and privacy are particularly important in the area of e‐commerce given the considerable risk associated with the commercialization of products and services via the internet and mobile technology. The entry reviews key concepts from the trust and privacy literature, including the antecedents and outcomes of e‐commerce trust, the impact of privacy concern on consumer behaviors, and privacy policies and regulations.
A deep understanding of user social interaction in social network sites (SNSs) can provide important insights into questions of human social and relational behavior, as well as shape the design of new social platforms and applications. Recent studies have shown that a majority of user interactions on SNSs are latent interactions—passive actions such as profile browsing that cannot be observed directly by traditional research methods. This chapter presents a new technique to capture natural latent social interaction in Renren, the most popular SNS in China. As such, it offers a better understanding of both visible (e.g., comments and wall posts) and latent (e.g., passive profile browsing) user social interactions in SNSs than has been possible to date. We show that latent interactions are much more prevalent and frequent than visible interactions, are somewhat nonreciprocal in nature, and that visits by non-friends make up a significant portion of profile views. Our results augment earlier findings on such concepts as lurking and interpersonal electronic surveillance, and in some cases, shed new light on these phenomena.
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