For example, If I look for a book on developing physical fitness, I want to know who the author is and how fit or disciplined they are. If I read a book about history, I want to know how much the author has studied their topic, whether through formal scholarship or not. If I read a biography, I'd like to know if it's written by someone who personally knew their subject, how close or far removed the author was in time and space, and the kind of scholarship that the author is known for.
Identity and reputation matter when evaluating sources of knowledge in topics that you don't have the time to learn and master yourself.