Title: "Skeptical, me neither!" towards the development of a new scale for measuring skepticism towards online reviews in a tourist context: an application of Churchill's paradigm

Authors: Alia Besbes Sahli

Addresses: Higher Institute of Management of Sousse, Laboratoire de recherche: Méthodes Marketing-LMM, University of Sousse, 4000 Sousse, Tunisia

Abstract: Purpose: To create and test the online review skepticism scale (ORSS), a tool for assessing how digital users, understand and perceive online reviews. Methodology: Based on Churchill's paradigm to measure skepticism, the ORSS was established and assessed. Statistical methods were employed to figure out the scale's reliability, validity, and factor structure. Findings: The ORSS has good psychometric qualities and successfully captures numerous elements of skepticism toward online reviews. According to the study, visitors' levels of skepticism vary depending on criteria such as review source, personal travel experiences, and individual personality qualities. Originality/Implications: The ORSS provides an innovative and validated tool for tourism researchers and industry professionals to better understand and handle customer skepticism in the age of online reviews. This improved knowledge can help to shape methods for increasing trust, boosting review authenticity, and, ultimately, influencing tourist decisions.

Keywords: skepticism; scale development; online review; tourism; Churchill's paradigm; ORSS; online review skepticism scale.

DOI: 10.1504/IJMABS.2024.144460

International Journal of Markets and Business Systems, 2024 Vol.5 No.2, pp.146 - 167

Received: 18 May 2024
Accepted: 25 Jul 2024
Published online: 13 Feb 2025 *

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