JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2017, Vol. 19 ›› Issue (3): 12-22.

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Influence of ′Praise Reward′ on Authenticity and Purchase Intention of  Users′ Perception

  

  1. School of Economics and Management, Beijing University of Posts and Telecommunications,
     Beijing 100876, China
  • Received:2016-11-23 Online:2017-06-30

Abstract: Combining with the helpfulness of online reviews, eye-tracking and information extraction theory, 18 groups of control experiments on eye-tracking are made by taking product types as the control variable, and it is confirmed that ′Praise Reward′ significantly affects consumers′ judgment on the authenticity of  online reviews, and influences  consumers′ purchase intention By using SPSS to analyze the data, it is found that before and after consumers′ perceived fake reviews, the rate of attribute reviews has different influence on perceived authenticity and purchase intention of different types of products Fake online reviews make consumers spend more time reading attribute reviews when they purchase products related to user experience and reduces the perception authenticity and purchase intention of the two types of products

Key words: fake online reviews, perceived authenticity, purchase intention, unfair competition, eye-tracking experiment

CLC Number: