Uwe Matzat

Uwe Matzat

Uwe Matzat is a researcher in the social study of online behaviour and first author of a 2012 experiment on rebuilding trust in online shops after complaints.

Who they are

The work of Uwe Matzat reaches this site through the paper listed below. On this site the name is tied to Brand Trust.

Key papers

Matzat, U., & Snijders, C. (2012). Rebuilding trust in online shops on consumer review sites: Sellers' responses to user-generated complaints. Journal of Computer-Mediated Communication, 18(1), 62-79. What it reports: An experiment with mock review sites varied complaints and seller responses. Reputable shops were seen as more trustworthy, denials tended not to be believed, and apologies had stronger effects.

Key ideas

Brand Trust: A buyer's confidence in a brand, studied alongside brand affect as an influence on loyalty and brand performance.

Sources

  1. Matzat, U., & Snijders, C. (2012). Rebuilding trust in online shops on consumer review sites: Sellers' responses to user-generated complaints. Journal of Computer-Mediated Communication, 18(1), 62-79.