Mixed Signals: The Effects of Online Rating Discrepancy on User Trust
通过眼动实验研究在线平台评分差异如何影响用户信任，发现信号不一致会降低信任并增加认知负荷，且平台原生信号对信任影响更大。
This study investigates how discrepancies in reputational signals across online platforms affect users’ trust and cognitive processes. Using an eye-tracking experiment, it examines participants’ responses to conflicting ratings, with a focus on attention patterns and decision-making. Results reveal that signal discrepancies significantly reduce trust. Participants exhibit increased cognitive load when confronted with inconsistent signals, as evidenced by longer fixation times and more frequent transitions between ratings. These findings suggest that conflicting information demands greater cognitive effort. The study also highlights the differential effects of primary (native) and secondary (imported) signals, demonstrating that platform-specific reputational systems play a dominant role in trust-building. By offering insights into the relationship among conflicting signals, trust, and cognitive processing, the study provides a novel theoretical perspective on reputation portability and derives practical implications for complementors and platform operators.