Research On The Influence Mechanism Of Fake Reviews On Consumer Decision Making And The Extreme Degree Of Evaluation

The hyperconnectivity of electronic equipment has promoted the prosperity of e-commerce and enhanced the degree of cognitive loss of consumers to the real attributes of things.In order to get the perception of the actual properties of products(services)economically,reading consumer reviews has become the most preferred way for consumers to understand the product(service).Under the guidance of Elaboration likelihood model theory,this study analyzes in detail the connotation of consumers’ dependence on consumer reviews.However,the good influence of consumer review on consumer behavior has also led to the involvement of illegal subjects,which make false comments increasingly common.Through the analysis of the connotation of false reviews,under the condition of multi-period consumer reviews,the research deduces the difference of the degree of information contradiction between the degree of information contradiction that is made by false reviews and follow-up consumer review,and the degree of information contradiction that is made by true reviews and follow-up consumer review.Based on this,the research carried out a research on the mechanism of the influence of false reviews on consumer decision making and the extreme degree of consumer evaluation,and carried out three two-stage experiments on decision making and evaluation to verify the research hypothesis.Through conducting three experiments,this study found that in the multi-period consumer review scenario,false reviews will reduce consumers’ information processing fluency experience(enhanced by consumers’ dialectical thinking level)to reduce consumers’ purchasing behavior.In the evaluation stage,false comments will reduce consumers’ information processing fluency experience and cognitive consistency(weakened by consumers’ dialectical thinking level),to enhance the extreme degree of consumer evaluation.In addition,this study also verifies the scope of application of the research conclusions,and proposes that the degree of information contradictions in consumer ratings can also affect consumers’ decisionmaking,but it has nothing to do with the intensity of subsequent consumer evaluations.It proves that the influence of consumer reviews on consumer evaluations is based on detailed descriptions of things in consumer reviews,rather than rooted in the comprehensive view of consumer evaluation on things.This study emphasizes the comprehensive effect of multi-period consumer reviews,and reveals the influence of false reviews on consumer decision-making and evaluation from the perspective of information contradiction degree,which provides a new way for the development of false reviews research.The experiments of two-stage and two-cognition system were constructed and a new experimental model was developed.Finally,the research significance and theoretical contribution of this paper are summarized,which provides reference opinions for social management practice and shares some ideas for future research.