Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust

The results show that explanation facilities significantly enhance users' cognition-based trust. Meanwhile, avatar interfaces have a significant positive impact on users' affect-based trust, but only for those who rate the avatar as highly professional. Besides, our findings attest to the fact that cognition-based trust mainly delivers the utilitarian value (perceived usefulness), while affect-based trust mainly contribute to the hedonic value (perceived enjoyment) of using a RA.