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| Format: | Artículo científico |
| Language: | en |
| Published: |
Universidad de Talca
2017
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| Online Access: | https://www.redalyc.org/articulo.oa?id=96549490002 |
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Table of Contents:
- Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality Makoto Nakayama Yun Wan Multidisciplinaria (Ciencias Naturales y Exactas) making Anchoring F ake votes Consumer reviews Product learning Popular products in online stores often have overwhelming numbers of reviews. To help consumers identity quality reviews, (Site 1) crowdsources this decision by asking consumers to vote on the helpfulness of reviews. Many studies assume these votes reflect the information quality of a review, but this does not account for the influence of fake votes. This study investigates whether f ake votes influence judgments of review information quality . From controlled questionnaires given to 294 consumers, we found that fake vote counts could c ompletely reverse judgments of information quality in both directions. Specifically, fake votes affect ed consumers’ processes of purchase decision - making and product research. Overall, fake votes changed both review judgments and purchase behaviors. 2017 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96549490002 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.1 Vol.12