In the following there are some interesting literature quotations regarding the relation between trust and reputation. The quotations are from the paper “Acceptance of Feedbacks in Reputation Systems: The Role of Online Social Interactions.” by Fereshteh Ghazizadeh Ehsaei, Ab. Razak Che Hussin, Information Management and Business Review, Vol. 4, No. 7, pp. 391-401, July 2012 (ISSN 2220-3796).
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- The concept of reputation is closely linked to that of trustworthiness. At a general level trust can be described as a willingness of a party to be vulnerable to actions of another party based on the expectations that the other will perform a particular action important to the trustee, irrespective of the ability to monitor or control that other party (Mayer, Davis, & Schoorman, 1995). The reputation is generally said or believed to be about a person‘s or things’ character or standing (Jøsang, Ismail, & Boyd, 2007). Reputation can be considered as a collective measure of trustworthiness based on the referrals of ratings from members in a community.
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- Firstly, the traditional cues of trust and reputation that people use to observe and depend on in the physical world are missing in online environments, so that the electronic substitutes are needed (Resnick, et al., 2000). Secondly, communicating and sharing information related to trust and reputation is relatively difficult and normally constrained to local communities in the physical world, whereas IT systems combined with the internet can be accessed in a more efficient system for exchanging and collecting such information from anywhere in the world. Based on previous research in information environment, consumers are looking for other opinion to manage the perceived risk that integrated in cognitively demanding task.
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- As more people are seen performing the actions (e.g. participating in eBay ‘s reputation system), or with the information from an authorized source (e.g., from BBBOnline.org), the credibility of the information increases (Kim, Sivasailam, & Rao, 2004).
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- The information available in reputation systems may be an effective mechanism in building consumer trust, and it is called as one of the trust – building technologies.
- When people think of the incoming information as trustworthy, they will be more confident to adopt the feedbacks and use them for making purchase decision (Sussman & Siegal, 2003a)