Fake online reviews: A study on eWOM influence when suspicions arise

被引：4

作者：

Cavazza, Nicoletta ^{[1
]}

Guidetti, Margherita ^{[1
]}

机构：

[1] Univ Modena & Reggio Emilia, Via Allegri 9, I-42121 Reggio Emilia, Italy

来源：

PSICOLOGIA SOCIALE | 2014年 / 9卷 / 01期

关键词：

Social influence; eWOM; suspicion; consumer; online review;

D O I：

10.1482/76369

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

Online reviews are widespread and can strongly affect consumer choice. However, the audience may know that these tools can be used and counterfeited for propaganda goals. We present an experiment 2 (falsity suspicion vs. control condition) x 2 (valence order: positive reviews first vs. negative reviews first) factorial design aimed at exploring what happens when people get suspicious about reviews' authenticity. As expected, results showed that suspicion hinders careful information processing. In addition, it affected restaurant evaluation by increasing the number of positive reviews hypothesized as fake, which in turn reduced positive reviews perceived as useful, dragging the judgement toward the negative pole (partial mediation). The implications are discussed.

引用

页码：71 / 81

页数：11

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