Building trust with consensus information: the effects of valence and sequence direction

Ray L. Benedicktus and Melinda L. Andrews

Sellers' reputation, as conveyed by consensus information, influences consumers' trust in the company.
  

Building Trust with Consensus Information: The Effects of Valence and Sequence Direction

Ray L. BenedicktusFlorida State University

Melinda L. AndrewsFlorida State University

INTRODUCTION

Widespread adoption of the Internet as a retail channel has caused online purchasing by both businesses and consumers to become more frequent (Barrett and Pugh 2003; Faloon 2001; Sheehan and Doherty 2001). A survey conducted by Yankelovich Partners found that 93 percent of Internet users have researched products online, and 85 percent have purchased products online (Pastore 2000). Nearly two-thirds of North American consumers “cross channels” when they shop, researching online then purchasing...

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