Abstract:

The present study (N = 58) investigated the influence of reputation and face trustworthiness on women’s trust judgment as well as the moderating effect of intuitive thinking by setting up the scene of car-hailing. The results showed that reputation and face trustworthiness could influence women’s trust judgment of car-hailing choices. In other words, they were more likely to trust drivers with good reputation and trustworthy face. Reputation had less influence on women’s trust judgment in high intuitive thinking group as compared to low intuitive thinking group, while face trustworthiness had more influence on trust judgment of women with high intuitive thinking.

Key words: trust decision, reputation, face, intuitive thinking, car-hailing