Awareness of Deceptive Product Reviews and its Impact on Purchasing Intentions among University Youth: A Survey Study (Arabic)

Abstract

Deceptive reviews are increasingly prevalent online. Considering existing literature, there are not sufficient research studies that seek to understand the role of deceptive product reviews in affecting acts of online purchasing in the Arab world. This paper attempts to investigate the perception of university youth toward deceptive online product reviews and their impact on purchasing intentions, as well as the reputational impact on the companies that offer the products and websites that carry deceptive reviews. The study followed an approach devoted to monitoring the attitudes of university youth toward review credibility through a questionnaire. Participants were requested to read reviews of two familiar items; the iPhone and a hotel. One symbolized a product, while the other denoted an experience. Participants were requested to imagine buying a mobile phone and booking a hotel in light of a range of reviews adequately perceived before moving on to answer the questions raised. The sample size was 400, representing three universities. The study found that university youth were unable to recognize fallacious reviews. Hence, there was an impact on their purchasing intentions, besides having a recognizable effect on the reputation of brands and review sites. This article is beneficial to inform youth about the importance of critical decision making in cases of fallacious information. The study also represented a reference for marketing agents to choose appropriate techniques for effective advertising. Moreover, it supports the development of online review mechanisms, particularly for authorized Saudi bodies in charge of electronic commerce regulations.