| The continuous advancement of Internet technology and intelligent equipment has greatly promoted the development of e-commerce.After using a product,consumers will actively or passively publish their own experiences or opinions on the e-commerce platform.These experiences and opinions have greatly influenced other consumers' purchase intentions and decision-making behaviors.Therefore,in order to increase sales or crack down on competitors,some merchants will take actions of employing online ghostwriters,which means they wrote comments without using a product.In order to get consumers' favorability or reduce consumers' favorability of their competitors,they write malicious comments and fake comments.Although no matter which action is taken,they will greatly damage the legitimate rights and interests of consumers,and even cause unfair market environment.Therefore,the identification of fake reviews by e-commerce customers is worth studying.In fact,the counterfeit could be sorted into two types: exaggerated reviews and depreciated reviews.Actually,derogatory fake reviews are not so harmful to consumers.Under these conditions,only exaggerated fake reviews are the main research object in this paper.The purpose of this article is to provide consumers with a set of clues to identify the authenticity of comments on the e-commerce platform,and the usefulness of the identification clues will be verified.The natural defects of the e-commerce platform's automatic filtering and the harm of false reviews to buyers are analyzed firstly in this paper,which clearly identifies the necessity of providing false comment identification clues.And then taking the consumer's perspective as a point,the author puts forward a series of clues for identifying false reviews by analyzing the source,production process,sorting rules and the clues for identifying the authenticity of reviews disclosed by e-commerce platforms.Lastly the author completes the paper based on the general idea of judging the authenticity of information.The author summarizes the identification clues preliminary based on summarizing the previous research experience.To modify and improve the identification clues,the author carry out in-depth communication with 6 professional sailors or operators,and finally the author put forward detailed clues to judge the authenticity of the comments on the ecommerce platform from four perspectives: user information,comment content,business information and other information,specifically: credibility level,whether it is a platform member,similarity,comment time,emotional imbalance,expression form,time of additional comments and the difference between emotion and original comment,language characteristics,merchant-induced behavior and buyer questions.After explaining the identification clues in depth,the identification method formed is further elaborated,which also lays a theoretical foundation for the e-commerce customers to identify authentic comments.In order to test the validity of the identification clues proposed in this paper,the experimental method is used in this paper: 25 false reviews and 10 real reviews are used as experimental data,and 36 ordinary consumers with online shopping experience are obtained as experimental objects.The author compares the numbers that e-commerce customers judge online reviews correctly whether they learn the above identification clues and methods.Then software “SPSS” is used to analyze the obtained data results,and then the paired sample t test is used to verify the distribution method.The answer is “sig = 0.000”.The results show that after learning the identification clues and methods,the numbers of counterfeit reviews correctly identified by ecommerce customers have obvious improvements,which also show that the identification clues and methods are useful for judging online reviews.In addition,the identification clues proposed can also play a theoretical foundation for making web pages to identify the authenticity of reviews in the future. |
PDF Full Text Request