Why we trust online reviewers : the effect of compensatory control and perceived similarity on trustworthiness

Abstract

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 that participants in the no control group would perceive the reviewer as more trustworthy than those in the control group and that this effect would be moderated by perceived similarity. A total of 60 female undergraduate students were randomly manipulated on their sense of control and perceived similarity with the online reviewer. The perceived trustworthiness of the reviewer was being assessed after reading a review on a beauty product. There was a marginal significance main effect of control and an interaction between control and perceived similarity. Implications for online marketing strategies are discussed.