How does displaying fake reviews impact consumers’ purchase intention? The mediation effects of perceived trust, risk, and quality
(A2024-119493)

AUTHORS

Susanne Pedersen, Aarhus University; Yuanshuo Li, Harbin Institute of Technology

ABSTRACT

Some online platforms detect and display fake reviews to mitigate the misleading of fake reviews on consumers’ decision-making, while others ignore them. However, little is known about the differences between these two approaches on consumers’ perceptions and purchase intentions. We address this gap by investigating how the display or omission of fake reviews influences consumers’ perceived trust, risk, quality, and purchase intention, combining persuasion theory and psychology reactance theory with randomized experiments. We find that when positive fake reviews are displayed, consumers’ perceived trust and quality decreases, accompanied by increased perceived risk, ultimately influencing their purchase intention. Conversely, displayed negative fake reviews primarily affect purchase intention through changes in perceived trust. Our results demonstrate that positive fake reviews fail to attract more consumers effectively, and negative ones similarly prove ineffective in deterring consumer choices. This compelling evidence strongly supports convincing businesses to refrain from posting fake reviews.