Abstract
Online deceptive reviews widely exist in the online shopping environment. Numerous studies have investigated the impact of online product reviews on customer behaviour and sales. However, the existing literature is mainly based on real product reviews; only a few studies have investigated deceptive reviews. Based on the results of deceptive reviews, this article explores the factors that affect customer purchase decision in online review systems, which is flooded by deceptive reviews. Therefore, a deceptive review influence model is proposed based on three influential factors of online review system, sentiment characteristics, review length, and online seller characteristics. Based on them, text mining is used to quantify the indicators of the three influential factors. Through principal component analysis and linear regression, the experimental results of electronic appliances on Tmall show that the three influential factors are positively related to customers' purchase intention and decision making.
Highlights
With the rapid growth of the economy and society, e-commerce development trend has become more and more intense.e 2018 China e-commerce market data monitoring report released by the China E-commerce Research Centre shows that China’s e-commerce transaction in 2018 was 32.55 trillion yuan, and it increased 13.5% yearly [1]
Text mining is used to quantify the indicators of the three influential factors; a deceptive review influence model is built using both principal component analysis and linear regression. e experimental results show that the three influential factors are positively related to customers’ purchase intention and decision making
The positive sentiment expressed by manipulative positive comments can eliminate customers’ uncertainty about product quality and bring more information value to users [36]. e more positive the online review of an e-commerce store, the higher the customers’ perceived credibility. erefore, the sentiment tendency and intensity expressed in the review content affect customers’ decision making, and we propose the following hypotheses: H1: the emotional characteristics of reviews positively affect customers’ purchase decision significantly
Summary
With the rapid growth of the economy and society, e-commerce development trend has become more and more intense. Numerous studies have confirmed the influence of the attributes of online reviews, such as the number of reviews [12,13,14], depth [15,16,17], and valence [4, 18,19,20,21], on customers’ purchase decision. These studies are mainly based on real product reviews; little attention has been paid to deceptive reviews. We present a literature review of the influence factor analysis of online reviews on customers’ purchase decision.
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