在线虚假评论对消费者购买决策影响研究

Research on the Influence of Online Deceptive Reviews on Consumer Purchase Decision

[目的/意义]文章全面探讨虚假评论对消费者购买决策的影响。[方法/过程]首先,从消费者感知视角实证分析消费者是否有所察觉评论被操纵以及不同感知判断下对消费者最终购买决策的不同影响。其次,利用文本挖掘进一步细化分析充斥了虚假评论的在线评论系统中,虚假评论情感、评论深度以及店铺卖家三个维度的特征对消费者购买决策的影响。最后,探索虚假情感强度比、虚假评论数量比以及虚假信用等级等虚假影响因素对消费者决策结果的正向影响心理阈值。[结果/结论]研究结果表明,消费者在两种不同感知判断下,虚假商品评论对购买决策结果存在显著差异。三个维度特征对消费者购买意愿呈现正相关。同时,评论系统中虚假情感强度比、虚假信用等级和虚假评论数量比与购买决策存在门限效应。

[Purpose/significance]This article comprehensively explores the impact of deceptive reviews on consumers’purchase decisions.[Method/process]Firstly,the questionnaire survey is used to empirically analyze whether consumers are aware of the manipulation of reviews and the different effects on consumers’final purchase decisions from the perspective of consumer perception.Secondly,the impact of the three dimensions of deceptive review,such as review sentiment,depth,and store seller characteristics on consumer purchase decisions is further analyzed,and a deceptive review influence model is proposed combined correlation analysis and regression analysis.Finally,the psychological threshold of the positive influence of the deceptive sentiment intensity ratio,the number of reviews ratio,credit rating and other deceptive influencing factors on consumer decision-making results is explored.[Result/conclusion]The research results show that under the two different perceptions of consumers,fake product reviews have significant differences in the results of purchase decisions.When consumers do not perceive the manipulation of reviews,three dimensions are positively related to consumers’purchase intention and decision-making.Three deceptive influencing factors,such as deceptive sentiment intensity ratio,credit rating,and reviews number ratio will have a significant impact on purchase decision when they aggregate to a certain threshold in the review system.