Research has demonstrated that trusting belief in one's ability is critical to coproducer selection; however, the importance of trusting belief in dedication has been ignored. This study aims to explore how reputation (i.e., word-of-mouth, certification, and recommendation) affects trusting belief in a potential coproducer's ability and dedication and examines its mediating effects in coproducing with a potential partner.
Empirical results show significant mediating effects of trusting belief in a potential coproducer's ability from certification, word-of-mouth, and recommendation, which in turn motivate coproduction, whereas certification leads to the motivation for coproduction through trusting belief in a potential coproducer's dedication. The findings refer to a unitary acceptance of ability but a divergent recognition of dedication. The focal party may regard certification as factual without personal distortion, while the recommendation is an evaluation worth considering. In considering dedication, the focal party may be unable to assess the extent of distortion from second-hand information (e.g., word-of-mouth).