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HOW INTERPERSONAL TRUST MANIFESTS ONLINE BEHAVIOR: A case study exploring the impact of societal levels of interpersonal trust on the utilization of online source credible information.
Unformatted Document Text:  How interpersonal trust manifests 12 it provides heuristic cues to mange the information and alleviate some of the uncertainties about the product. Vishwanath (2002) empirically compared the effect of differing modalities in seller listings on eBay auction participants, and found bidders gravitating to listings that had more graphic and visual information and away from textual information, reserve price, and ambiguous information. In addition to modalities, information ascertaining the credibility of the sellers (source credibility) is an important cue in consumer decision-making (Jain and Posavac, 2001). Research on decision-making under ambiguity and uncertainty suggests that consumers look for a credible information sources when making an inference associated with uncertainty (Moon and Tikoo, 1997), especially when the consumer has no information other than that contained in the product message (Jain and Posavac, 2001). With free exogenous entry of both buyers and sellers, along with limited sociological information, verifying online seller credibility is a highly uncertain process. To alleviate this, many commercial websites have instituted feedback mechanisms such as trust points, and seller ratings. Online retailer Amazon (www.amazon.com) uses a system of user ratings to rate and review items it carried. Another online retail site Epinions cultivates product reviews from its audiences and grants ‘trust’ points to contributors who earn the community’s respect (Johnson, 2001). Likewise, eBay utilizes two distinct feedback mechanisms layered on top of each other, the price feedback of the auction bids coupled to the user ratings that evaluate buyers and sellers. The seller rating systems is a self-regulating system where every seller on eBay has a public history of past products sold and past sale activities rated by buyers

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 12
it provides heuristic cues to mange the information and alleviate some of the
uncertainties about the product. Vishwanath (2002) empirically compared the
effect of differing modalities in seller listings on eBay auction participants, and
found bidders gravitating to listings that had more graphic and visual information
and away from textual information, reserve price, and ambiguous information.
In addition to modalities, information ascertaining the credibility of the
sellers (source credibility) is an important cue in consumer decision-making (Jain
and Posavac, 2001). Research on decision-making under ambiguity and
uncertainty suggests that consumers look for a credible information sources when
making an inference associated with uncertainty (Moon and Tikoo, 1997),
especially when the consumer has no information other than that contained in the
product message (Jain and Posavac, 2001). With free exogenous entry of both
buyers and sellers, along with limited sociological information, verifying online
seller credibility is a highly uncertain process. To alleviate this, many commercial
websites have instituted feedback mechanisms such as trust points, and seller
ratings. Online retailer Amazon (www.amazon.com) uses a system of user ratings
to rate and review items it carried. Another online retail site Epinions cultivates
product reviews from its audiences and grants ‘trust’ points to contributors who
earn the community’s respect (Johnson, 2001). Likewise, eBay utilizes two
distinct feedback mechanisms layered on top of each other, the price feedback of
the auction bids coupled to the user ratings that evaluate buyers and sellers. The
seller rating systems is a self-regulating system where every seller on eBay has a
public history of past products sold and past sale activities rated by buyers


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