An online consumer review, which is a popular form of consumer-created information, is provided by previous consumers. It often includes information and recommendation. This novel type of electronic word-of-mouth communication has... more
An online consumer review, which is a popular form of consumer-created information, is provided by previous consumers. It often includes information and recommendation. This novel type of electronic word-of-mouth communication has recently been emerging as a crucial factor in trust building during online shopping. Our research investigates the influences of online consumer reviews impact on the trust-building process with regard to quality, quantity, the proportion of negative/positive online consumer reviews as well as consumers' purchasing intentions. An online questionnaire has been implemented to a convenience sample of 73 respondents. Our findings provide important managerial implications for better-informed e-tailing marketing strategy design.
