Chanunya Kiatphaibool; Natnapin Kiatbampen; Nichamon Krongphanich
(Chulalongkorn University, 2016)
This study examined the effect of compensatory control and perceived similarity on perceived trustworthiness towards online reviewers. In a 2 (control: control, no control) x 2 (similarity: high, low) design, we hypothesized ...