The Influence of Authenticity of Online Reviews on Trust Formation among Travelers

Minseong Kim, Jihye Kim

Research output: Contribution to journalArticlepeer-review

58 Scopus citations

Abstract

Travelers have increasingly used mega review sites as an information source during the decision-making processes. This study focuses on the significant role of the authenticity of online reviews on mega review sites in formulating travelers’ behavioral intention as well as trust toward both websites and their service (i.e., destinations). Extending trust transfer theory, this study aims to formulate a research model and investigate associations among three aspects of trust (i.e., cognitive and affective trust toward mega review sites and trust toward destinations the websites recommend) to predict travelers’ behavioral intention (e.g., purchase). The empirical results indicate the significant roles of perceived authenticity of online comments and trust in the context of online tourism. This study provides some implications for online review management among website administrators.

Original languageEnglish
Pages (from-to)763-776
Number of pages14
JournalJournal of Travel Research
Volume59
Issue number5
DOIs
StatePublished - May 1 2020

Bibliographical note

Publisher Copyright:
© The Author(s) 2019.

Keywords

  • authenticity
  • mega review site
  • online reviews
  • trust
  • trust transfer theory

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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