Credibility cues in online shopping: An examination of corporate credibility, retailer reputation, and product review credibility

Using cue utilisation theory, this study investigates the effects of credibility cues on consumer behaviour online. Specifically, the study examines, in an online shopping context, the impact of the signalling cues of corporate credibility, online retailer reputation, and online consumer product review credibility. Results of this experimental study suggest that the effects of three types of credibility cues vary across the three types of consumer responses - perception of product quality, perception of risk, and purchase intention. In particular, an online retailer's reputation appeared to be the most significant cue in the online shopping context, affecting all three consumer responses. The findings also revealed that a consumer's perception of corporate credibility was an important cue in determining the consumer's purchase intention and perception of product quality. Nevertheless, an ancillary cue exists that reduces risk perception - the consumer's credibility perception of an online product review created by another consumer.