摘要：This study investigates how individuals process an online product review when an avatar isincluded to represent the peer reviewer. The researchers predicted that both perceived avatarand textual credibility would have a positive influence on perceptions of source trustworthinessand the data supported this prediction. Expectancy violations theory also predicted thatdiscrepancies between the perceived avatar and textual credibility would produce violations.Violations were statistically captured using a residual analysis. The results of this researchultimately demonstrated that discrepancies in perceived avatar and textual credibility can have asignificant impact on perceptions of source trustworthiness. These findings suggest thatpredicting perceived source trustworthiness in an online consumer review setting goes beyondthe linear effects of avatar and textual credibility.
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