The Research Of The Appearance Of Fake Online Reviews And Its Influence To Consumers’ Purchase Behavier

Online review system can solve the problem of asymmetry information in C2C e-commerce.However the appearance of fake review seriously affected the benign development of C2C e-commerce.Particularly,a large number of the phenomena of "Praise Reward" and "Criticism Threat" appears,resulting in online reviews more deviation from the authenticity.To investgate the appearance of fake online reviews,we establish the asymmetric information game model between buyers and sellers in the rules of the C2C ecommerce platform and characterizing the evaluating behavior of the buyers in the unfair competition strategy.The result shows:(1)With the high quality praise,the seller who took the strategy of"Praise Reward" obtained sales increasing,as well as,it exacerbated the benefit of the buyer.That is why it makes the overall online review to high score.(2)When suffering from "Criticism Threat",the buyer often comes to terms.While such behavior inspires the seller to take the "Criticism Threat" strategy,which leads to the buyer as far as possible to avoid giving negative comment.To explore the influence of fake online praise to consumers’ judegment of the authenticity of the online reviews and purchase intention with exist of fake online reviews.Combining with the helpfulness of online reviews,eye-tracking and information extraction theory,we confirmed that "the Praise Reward",which significantly affect consumers’ judgment of the authenticity of the online reviews through 18 sets of eye-tracking compared experiments,as well as,influence the consumer purchase intention.By using of SPSS software to analyze the data of experiment,making the types of goods as control variables,the study find that before and after consumer perceived the exist of fake reviews the rate of attribute reviews has different influence on perceived authenticity and purchase intention of goods to different types of goods.Above all,fake online reviews adds the time of reading attribute reviews when consumer purchases experiment goods and reduces the perception authenticity and purchase intention to the two types of goods.In the end,we give the countermeasures to reduce the appearance of fake online reviews and suggestion for the consumers to identify the fake online reviews by our conclusions.