在线评论特征对用户虚假评论感知的影响机制

Influence Mechanism of Online Review Characteristics on Users’ Fake Reviews Perception

中文关键词: 在线评论特征；感知可信；感知风险；虚假评论

英文关键词: Online Review Characteristic; Perceived Credibility; Perceived Risk; Fake Review

中文摘要:

      从个体认知加工视角出发，运用在线评论的可计算特征探索用户虚假评论感知的影响因素。基于信号理论和SOR理论，采用在线评论生成者特征、评论内容特征及评论阅读者特征，构建在线评论特征对用户虚假评论感知的影响机制模型，并用回归分析和模糊集定性比较分析等方法进行验证。研究发现：评论质量、评论者专业性均负向影响虚假评论感知，感知可信、感知风险在上述影响中存在中介效应；用户信任倾向负向调节评论质量、评论者专业性与虚假评论感知的关系；用户虚假评论感知有3类前因构型。据此，对个人、商家及公共管理部门提出虚假评论治理建议。

英文摘要:

      From the perspective of individual cognitive processing, this study explores the influencing factors of users’ fake reviews perception through the computable characteristics of online reviews. Based on signal theory and SOR theory, the influence mechanism of online review characteristics on fake reviews perception is modeled using online review generator characteristics, review content characteristics, and review user characteristics. Regression analysis and fuzzy-set qualitative comparative analysis are conducted. The results show that review quality and reviewer specialization negatively influence fake reviews perception, and perceived credibility and perceived risk play a mediating role in it. User trust tendency negatively moderates the relationship between review quality, reviewer specialization, and fake reviews perception. Three types of antecedent configurations influence users’ fake reviews perception. Accordingly, fake review governance suggestions are put forward for individuals, merchants, and public sectors.