Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgements about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signalling theory, this study aimed to identify and examine the efficacy of content attributes serving as trust cues in online consumer product review videos. A multi-method study conducted a series of focus groups and a survey study; focus groups identified 18 content attributes intentionally provided by a content creator in product review videos that serve as trust cues. In the focus groups and the survey, six of these content attributes emerged as heuristic cues that are particularly effective at eliciting consumer trust. Findings contribute to the understanding of cue-based trust and signalling theory in the eWOM context and hold practical implications for various stakeholders.

中文翻译：

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陌生人危险？在线消费产品评论视频中基于线索的信任

信任是电子口碑 (eWOM) 效应的重要因素。当消费者不能依赖以前与在线实体的累积经验时，他们通常需要使用启发式线索对他人形成判断。本研究借鉴基于线索的信任和信号理论的理论构建，旨在识别和检验内容属性在在线消费品评论视频中作为信任线索的功效。多方法研究进行了一系列焦点小组和调查研究；焦点小组确定了内容创建者在产品评论视频中故意提供的 18 个内容属性，作为信任线索。在焦点小组和调查中，其中六个内容属性作为启发式线索出现，在引起消费者信任方面特别有效。