Blog visitors search information through search engine and visit a post whenever they need the information today. For understanding blog visitor in the short-term visiting, we adopted web trust model which come from research about initial trust formation. When blog visitor visits a restaurant review post through searching result, visitor can also visit a review post with irrelevance topic blog. This topic fitness between a review post and blog, which is relevance between content and context, affects difference blog visitor’s trust and intention to searching additional information. The purpose of this study is to investigate the effect of topic fitness between restaurant post and blog makes different influence to blog visitor’s trust when blog visitor visits a post through the result of searching information. We also examine the relationship among trust toward a review post and intention to searching addition information. An online survey of 221 participants was conducted to test our research model. This study’s results show that 1) topic fitness between a restaurant review post and blog affects blog visitor’s trust and perceived curiosity difference when they visit a review post by seeking information. 2)age group moderates the relationship between blog visitor’s benevolence belief and trust toward a review post when they visit a review post with irrelevance topic blog 3) perceived value mediates between blog visitor’s trust toward a review post and perceived curiosity in the short-term visiting.
