Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality

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 th...

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Autores principales:	Nakayama,Makoto, Wan,Yun
Lenguaje:	English
Publicado:	Universidad de Talca 2017
Materias:	Consumer reviews Fake votes Review information quality (IQ Anchoring Product learning Purchase decision-making
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000100002
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spelling	oai:scielo:S0718-187620170001000022018-10-12Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information QualityNakayama,MakotoWan,Yun Consumer reviews Fake votes Review information quality (IQ Anchoring Product learning Purchase decision-making 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 fake votes influence judgments of review information quality. From controlled questionnaires given to 294 consumers, we found that fake vote counts could completely reverse judgments of information quality in both directions. Specifically, fake votes affected consumers' processes of purchase decision-making and product research. Overall, fake votes changed both review judgments and purchase behaviors.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.12 n.1 20172017-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000100002en10.4067/S0718-18762017000100002
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Consumer reviews Fake votes Review information quality (IQ Anchoring Product learning Purchase decision-making
spellingShingle	Consumer reviews Fake votes Review information quality (IQ Anchoring Product learning Purchase decision-making Nakayama,Makoto Wan,Yun Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
description	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 fake votes influence judgments of review information quality. From controlled questionnaires given to 294 consumers, we found that fake vote counts could completely reverse judgments of information quality in both directions. Specifically, fake votes affected consumers' processes of purchase decision-making and product research. Overall, fake votes changed both review judgments and purchase behaviors.
author	Nakayama,Makoto Wan,Yun
author_facet	Nakayama,Makoto Wan,Yun
author_sort	Nakayama,Makoto
title	Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
title_short	Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
title_full	Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
title_fullStr	Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
title_full_unstemmed	Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
title_sort	exploratory study on anchoring: fake vote counts in consumer reviews affect judgments of information quality
publisher	Universidad de Talca
publishDate	2017
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000100002
work_keys_str_mv	AT nakayamamakoto exploratorystudyonanchoringfakevotecountsinconsumerreviewsaffectjudgmentsofinformationquality AT wanyun exploratorystudyonanchoringfakevotecountsinconsumerreviewsaffectjudgmentsofinformationquality
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Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality

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