More stars or more reviews? Differential effects of reputation on trust in the sharing economy

Will Qiu, Palo Parigi, Bruno Abrahao

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    The large majority of reputation systems use features such as star ratings and reviews to give users a reputation in online peer-to-peer markets. Both have been shown to be effective for signaling trustworthiness. However, the exact extent to which these features can change perceptions of users' trustworthiness remains an open question. Using data from an online experiment conducted on Airbnb users, we investigate which of the two types of reputation information-average star rating or the number of reviews-is more important for signaling a user's trustworthiness. We find that the relative effectiveness of ratings and reviews differ depending on whether reputation has a strong or a weak differentiation power. Our findings show that reputation effects are contingent on and susceptible to the context created by the alternative choices presented to users, highlighting how reputation information is displayed can drastically alter their efficacy for engendering trust.

    Original languageEnglish (US)
    Title of host publicationCHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
    Subtitle of host publicationEngage with CHI
    PublisherAssociation for Computing Machinery
    ISBN (Electronic)9781450356206, 9781450356213
    DOIs
    StatePublished - Apr 20 2018
    Event2018 CHI Conference on Human Factors in Computing Systems, CHI 2018 - Montreal, Canada
    Duration: Apr 21 2018Apr 26 2018

    Publication series

    NameConference on Human Factors in Computing Systems - Proceedings
    Volume2018-April

    Other

    Other2018 CHI Conference on Human Factors in Computing Systems, CHI 2018
    CountryCanada
    CityMontreal
    Period4/21/184/26/18

    Keywords

    • Airbnb
    • Reputation and rating systems
    • Sharing economy
    • Trust

    ASJC Scopus subject areas

    • Software
    • Human-Computer Interaction
    • Computer Graphics and Computer-Aided Design

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  • Cite this

    Qiu, W., Parigi, P., & Abrahao, B. (2018). More stars or more reviews? Differential effects of reputation on trust in the sharing economy. In CHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems: Engage with CHI (Conference on Human Factors in Computing Systems - Proceedings; Vol. 2018-April). Association for Computing Machinery. https://doi.org/10.1145/3173574.3173727