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Factors that affect consumer trust in product quality: a focus on online reviews and shopping platforms

Open access
Sung, Eunsuk, Chung, Won Young, Lee, Daeho·2023·Humanities and Social Sciences Communications
DOI 10.1057/s41599-023-02277-7
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Abstract

The growing popularity of online shopping means that consumers must determine product quality after they make a purchase decision and receive the product, a situation that is directly related to the issue of consumers’ trust toward retailers. This study analyzes the marginal willingness to pay for attributes that influence consumer trust and purchasing decisions regarding products whose quality can only be determined after they are purchased. We select six attributes that influence trust in online shopping: (1) price, (2) number of reviews, (3) “star” rating, (4) review type (i.e., text, picture, and video), (5) length of text reviews, and (6) shopping platform. We conduct a conjoint survey by categorizing brands as famous and nonfamous and analyze the survey data using a multinominal logit model. The results reveal that consumers prefer high star ratings, a large number of reviews, and a trustworthy shopping platform, even if other similar products are less expensive. Additionally, feeling confident about a product’s quality is more difficult for consumers in the case of nonfamous brands, which they have not experienced, compared with famous brands. The findings indicate that when consumers purchase products from nonfamous brands they are willing to pay more for all six attributes. These results can help retailers establish pricing strategies based on the value of trust by considering customer experience.

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Metadata

Authors
Sung, E., Chung, W. Y., & Lee, D.
Affiliations
Sungkyunkwan University (KR)
Corresponding author
Chung, Won Young
ORCID
Venue
Humanities and Social Sciences Communications
Publisher
Springer Science and Business Media LLC
Published
2023-11-01
Volume
10
Issue
1
ISSN
  • 2055-1045 (ISSN-L)
  • 2662-9992
DOI
10.1057/s41599-023-02277-7
OpenAlex
W4388112622
Cited by
61
References
3
Citations by year
2026: 21 · 2025: 23 · 2024: 17
FWCI
16.11
Type
journal article
Language
en
Open access
Licence
Locations
  • Humanities and Social Sciences Communications (publishedVersion, cc-by)
  • RePEc: Research Papers in Economics (submittedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords
consumer trust, product quality, online reviews, e-commerce platforms, star ratings, review quantity, review types, price, famous brands, willingness to pay, purchase decision, customer experience, pricing strategy

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