Abstract How do expressions of doubt affect trust in online reviews? Some previous studies find that people trust confident advisors more than doubtful advisors, whereas others find doubtful advisors are trusted more. We tested the effects of expressing doubt using Yelp data and in a controlled experiment: In Study 1, reviews from Yelp (N = 5.9 million) were coded using the Linguistic Inquiry Word Count (LIWC) software. Reviews with doubtful language were seen as more useful, and this result was robust when controlling for other psychological and linguistic variables. In Study 2, participants (N = 660) evaluated reviews with doubtful or confident conclusions; doubtful reviews were seen as more likely to be written by actual consumers. In both studies, the positive effects of doubt were stronger for positive (vs. negative) reviews, suggesting doubt mitigates concerns about fake positive reviews. The present study emphasizes the advantages of expressing doubt.

中文翻译：

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在线用户评论中的怀疑和信任表达

摘要 怀疑的表达如何影响对在线评论的信任？之前的一些研究发现，人们更信任自信的顾问而不是可疑的顾问，而其他人则发现可疑的顾问更受信任。我们使用 Yelp 数据和受控实验测试了表达疑问的效果：在研究 1 中，来自 Yelp 的评论（N = 590 万）使用语言查询字数统计 (LIWC) 软件进行编码。带有可疑语言的评论被认为更有用，并且在控制其他心理和语言变量时，这一结果是可靠的。在研究 2 中，参与者 (N = 660) 评估了带有可疑或自信结论的评论；可疑评论被认为更有可能由实际消费者撰写。在这两项研究中，怀疑对正面（与负面）评论的积极影响更强，提出怀疑可以减轻对虚假正面评价的担忧。本研究强调表达怀疑的优势。