Supplemental Validity Assessments

Concurrent Validity

For assessing concurrent validity, the following research question was asked:

RQ 2: Does the developed measure of eWOM show the ability to distinguish groups of consumers that have indicated varying levels of eWOM trust on a single-item scale?

In the course of the online questionnaire of the main survey, respondents from sample 4 were asked to indicate their overall level of trust in reviews on a single-item scale. This earlier- validated scale ranged from 0 (“I don’t trust online customer reviews”) to 6 (“I totally trust online customer reviews”); thus, higher values indicated heightened trust in eWOM. The mean score of the 526 respondents on this scale was 3.80 (SD = .05) and the median was 4. Consequently, the sample was separated into two groups: the first one represented low-trusters (n = 177) who have indicated values ranging from 0 to 3; the second group (high-trusters, n = 131) stated 5 or 6 on the scale. Respondents having shallow trust were excluded in order to classify respondents clearly as high or low trusters. For both groups, the mean value for trust in customer reviews was calculated by using the new eWOM trust scale. An independent-samples t-test indicated that trust scores were significantly higher for high-trusters (M = 4.58, SD = .58) than for low-trusters (M = 2.94, SD = .77), t(306) = 21.39, p < .001. These results suggested the new scale’s ability to distinguish between groups with varying trust levels, supporting its concurrent validity.

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