Implications for Construct’s Structure and Content

In reference to the first research question and due to the results so far, one can conclude that eWOM trust is best described as a second-order construct with five separate first-order subdimensions: (1) ability (usefulness), (2) integrity/honesty, (3) benevolence, (4) willingness to rely (use), and (5) willingess to depend (risk). These factors capture cognitive, emotional, as well as conative trust aspects. In line with empirical results, this thesis formally defines eWOM trust as a consumer’s general confidence that the information conveyed in online customer reviews is reliable. More specifically, eWOM trust is formally defined as a five-dimensional, second-order construct capturing the extent to which a consumer has the belief that information given in online customer reviews is (a) useful, (b) honest, and (c) benevolent; (d) is willing to rely on (use) online customer reviews in general; and (e) is willing to depend on this kind of market information. According to exploratory as well as confirmatory factor analyses, the eWOM trust scale (eWT-S) with its 22 observable indicators adequately measures a consumer’s general tendency to trust claims of fellow shoppers made in online reviews. Each of the five sub-dimensions is measured with an appropriate number of items fulfilling the statistical and theoretical requirements of measurement theory (e.g., Albers & Hildebrandt, 2006).

252

Chi Square Difference

Model Fit Indices

Model

Chi Square

if

P

Competing

Models

Chi

Square

Difference

if

Difference

Sign.

Chi

Square /

if

RMSEA

NFI

NNFI

CFI

RMR

SRMR

GFI

A GFI

Null Model (N)

9,218.44

231

39.91

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

2,461.36

209

.001

11.78

.19

.73

.72

.75

.16

.10

.58

.50

(N-l)

6,757.08

22

***

Three Factor Model (3) (A/I/W2; B; Wl)

1,246.37

206

.001

(N-3)

7,972.08

25

6.05

.12

.87

.87

.88

.11

.07

.76

.71

(1-3)

1,215.00

3

***

Four Factor Model (4a) (A/I; B; Wl; W2)

1,105.33

205

.001

(N-4a)

8,113.11

26

5.39

.12

.88

.89

.90

.11

.07

.77

.72

(l-4a)

1,356.03

4

***

(3-4a)

141.04

1

***

Four Factor Model (4b) (A/W2; I; B; Wl)

822.28

205

.001

(N-4b)

8,396.17

26

...

4.01

.08

.91

.92

.93

.12

.07

.86

.83

(l-4b)

1,639.09

4

***

(3-4b)

424.09

1

***

Four Factor Model (4c) (I/W2; A; B; Wl)

843.11

205

.001

(N-4c)

8,375.33

26

4.11

.08

.91

.92

.93

.12

.07

.86

.83

(l-4c)

1,618.25

4

***

(3-4c)

403.26

1

***

Table 34: Competing Models (Modified Scale, Sample 4)

253

Model Chi Square df

P

Chi Square Difference

Model Fit Indices

Competing n df ,, , , ° Square „.

Models „.2. Difference Difference

Sign.

Chi

Square/ RMSEA NFI NNFI CFI RMR SRMR GFI AGFI df

Four Factor Model (4d) 1,728.46 205 (IAVI; I; B; W2)

.001

8.43 .15 .81 .81 .83 .14 .09 .68 .61

(N-4d) 7,489.98 26

***

(l~4d) 732.90 4

***

(3~4d) -482.10 1

n.s.

Four Factor Model (4e) 1,034.97 205 (I; A;B; W1/W2)

.001

5.05 .10 .89 .90 .91 .16 .09 .81 .77

(NAe) 8,183.48 26

***

(lAe) 1,426.40 4

***

(3Ae) 211.40 1

***

Five Factor Model (5) 627.59 204

.001

3.08 .06 .93 .95 .95 .10 .06 .90 .88

(N-5) 8,590.85 27

***

(1-5) 1,833.77 5

***

(3-5) 618.77 2

***

(4a-5) 477.74 1

***

(4b-5) 194.68 1

***

(4c-5) 215.52 1

***

(4d-5) 1,100.87 1

***

(4e-5) 407.37 1

***

Table 34 (Cont.): Competing Models (Modified Scale, Sample 4)

Notes: A = Ability; I = Integrity/Honesty; В = Benevolence; WR = Willingness to rely; WD = Willingness to depend; *** = p <.001; n.s. = not significant; n.a. = not available.

254

Chi Square Difference

Model Fit Indices

Sub-dimension

Pairing

Model

Chi

Square

if

P

Competing

Models

Chi

Square

Difference

if

Difference

Sign.

Chi

Square /

if

RMSEA

NNFI

CFI

RMR

SRMR

AG FI

Integrity / Ability

Null Model (N)

5,199.0 6

66

78.77

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

616.03

54

.001

(N-l)

4,583.03

12

***

11.41

.18

.87

.89

.08

.06

.67

Two Factor Model (2)

158.64

53

.001

(N-2)

5,040.42

13

***

2.99

.06

.97

.98

.04

.03

.93

(1-2)

457.39

1

***

Integrity /

Null Model (N)

3,606.23

45

80.14

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

Benevolence

One Factor Model (1)

369.50

35

.001

(N-l)

3,236.73

10

***

10.56

.14

.88

.91

.14

.08

.79

Two Factor Model (2)

94.51

34

.001

(N-2)

3,511.72

11

***

2.78

.06

.98

.98

.05

.03

.94

(1-2)

275.00

1

***

Integrity / Willingness to rely

Null Model (N)

4,552.47

55

82.77

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

1,189.06

44

.001

(N-l)

3,363.41

11

***

27.02

.26

.68

.75

.02

.14

.47

Two Factor Model (2)

91.35

43

.001

(N-2)

4,461.12

12

***

2.12

.05

.99

.99

.03

.02

.95

(1-2)

1,097.71

1

***

Integrity /

Willingness to depend

Null Model (N)

3,835.03

45

85.22

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

292.07

35

.001

(N-l)

3,542.96

10

***

8.34

.13

.91

.93

.11

.05

.83

Two Factor Model (2)

87.60

34

.001

(N-2)

3,747.43

11

***

2.58

.06

.98

.99

.04

.02

.95

(1-2)

204.47

1

***

Ability / Benevolence

Null Model (N)

2,541.11

28

90.75

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

460.46

20

.001

(N-l)

2,080.65

8

***

23.02

.21

.76

.83

.23

.12

.66

Two Factor Model (2)

97.97

19

.001

(N-2)

2,443.15

9

***

5.16

.09

.95

.97

.08

.06

.91

d-2)

362.49

1

***

Ability /

Willingness to rely

Null Model (N)

3,794.88

36

105.41

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

622.38

27

.001

(N-l)

3,172.50

9

***

23.05

.26

.79

.84

.11

.08

.52

Two Factor Model (2)

101.37

26

.001

(N-2)

3,693.52

10

***

3.90

.08

.97

.98

.03

.02

.93

(1-2)

521.01

1

***

Table 35: Pairings of Sub-dimensions (Modified Scale, Sample 4)

Chi Square Difference

Model Fit Indices

Sub-dimension

Pairing

Model

Chi

Square

4f

P

Competing

Models

Chi

Square

Difference

4f

Difference

Sign.

Chi

Square/

4f

RMSEA

NFI

NNFI

CFI

RMR

SRMR

GFI

AG FI

Ability /

Willingness to depend

Null Model (N)

2,798.42

28

99.94

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

274.29

20

.001

(N-l)

2,524.13

8

***

13.71

.17

.90

.87

.91

.14

.07

.87

.77

Two Factor Model (2)

53.89

19

.001

(N-2,

2,744.53

9

***

2.84

.06

.98

.98

.99

.03

.02

.97

.95

d-2,

220.40

1

***

Benevolence / Willingness to rely

Null Model (N)

2,142.71

21

102.03

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

549.49

14

.001

(N-l,

1,593.22

7

***

39.25

.27

.74

.62

.75

.34

.18

.76

.53

Two Factor Model (2)

62.08

13

.001

(N-2,

2,080.63

8

***

4.78

.09

.97

.96

.98

.08

.05

.97

.93

d-2,

487.41

1

***

Benevolence / Willingness to depend

Null Model (N)

1,295.71

15

86.38

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

350.70

9

.001

(N-l,

945.00

6

***

38.97

.30

.73

.56

.73

.24

.13

.79

.50

Two Factor Model (2)

27.07

8

.001

(N-2,

1,268.64

7

***

3.38

.07

.98

.97

.99

.07

.03

.98

.95

d-2,

323.64

1

***

Willingness to rely / Willingness to depend

Null Model (N)

2,415.06

21

115.00

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

n.a.

One Factor Model (1)

347.93

14

.001

(N-l)

2,067.13

7

***

24.85

.23

.86

.79

.86

.21

.10

.82

.65

Two Factor Model (2)

37.52

13

.001

  • (N-2,
  • (1-2,
  • 2,377.54
  • 310.41
  • 8
  • 1

***

2.89

.06

.98

.98

.99

.03

.02

.98

.96

Table 35 (Cont.): Pairings of Sub-dimensions (Modified Scale, Sample 4)

Notes: *** = p <.001; n.a. = not available.

255

 
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