A Study Of The Influences Of Fake Reviews On Online Review Perceived Usefulness

Online reviews make it easy for people to shop online,but also bring some trouble.The original as an independent,non-commercial shopping reference has been deliberately manipulated by some unscrupulous businessmen,making fake reviews flooding the major online shopping platform,causing great distress to consumers.Foreign scholars have begun to pay attention to fake reviews,and to obtain certain research results.But the domestic scholars still remain in the online reviews,the online fake reviews rarely involved.However,the impact of fake reviews on the Internet has not been overlooked.Therefore,there are great meanings in theory and practice to tap the relationships between fake reviews and online review perceived usefulness.Based on previous research and review of previous literatures,this paper collects relevant data through quasi-experiment and questionnaire.The following conclusions can be drawn from logarithm analysis:(1)The online reviews with fake reviews have strikingly lower perceived usefulness than those without fake reviews.(2)The online reviews with fake positive reviews have strikingly lower perceived usefulness than those without fake positive reviews.The online reviews with fake negative reviews have strikingly lower perceived useftilness than those without fake negative reviews.(3)Customers5 persuasion knowledge and their attitudes on review manipulation could moderate the relationship between fake review and online review perceived usefulness.Eventually,through the empirical study,the paper could not just provide certain suggestions and references for companies to take better word-of mouth marketing strategies,but also provide usefiil information for customers to make quick online-shopping decisions,strengthen their abilities of judgement and discernment to beware of fake reviews and to make right decisions.