电商平台“刷好评”行为对消费主体的认知影响

The Impact of E-Commerce Platform “Click Farming” Behaviour on the Perception of Consumer Subjects

在电商快速发展的背景环境下,“刷好评”“带货”等词汇慢慢进入大众视野且成为混乱电商平台消费市场的主导因素之一。消费者被所谓的好评欺骗,对电商平台的商品产生认知偏差,从而进行盲目或者说是跟风消费,这损害了消费者的知情权,给整个电商消费市场带来了信任危机。对此,本文重点分析电商平台“刷好评”现状,了解电商平台“刷好评”行为对消费群体购买商品时的认知影响,从而为电商平台诚信运营和消费者理智消费提供一定的参考。In the context of the rapid development of e-commerce, “click farming”, “with goods” and other terms slowly enter the public field of vision and become a chaotic e-commerce platform, one of the leading factors in the consumer market! The consumer is deceived by the so-called positive reviews. Consumers are deceived by the so-called good reviews, and have cognitive bias towards the products of e-commerce platforms, thus they blindly or follow the trend of consumption, which damages the consumers’ right to know, and brings a crisis of trust to the entire e-commerce consumer market. In this regard, this paper focuses on analysing the status quo of “click farming” on e-commerce platforms, and understanding the impact of “click farming” on the cognition of consumer groups when purchasing commodities, so as to provide certain references for the integrity of e-commerce platforms and sensible consumption of consumers.