When transparency signals backfire: A reverse signaling framework for trust erosion in online hotel reviews

초록

Trust in online reviews is essential for hospitality platforms, yet transparency signals often fail to work as intended. This study develops a reverse signaling framework to show how cues such as verification tags and reviewer badges—designed to assure authenticity—may instead heighten skepticism. Drawing on survey data and structural equation modeling, the analysis demonstrates that heuristic sensitivity determines whether these signals enhance or weaken credibility. Findings reveal that, under perceived bias, signals assumed to build trust can erode it. The study advances theories of signaling in online reviews and offers practical guidance to platform managers.

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