The effect of manipulating online product reviews, Journal of Business Research

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Zhuang W, Cui G, Peng L, (2018), Manufactured opinions: The effect of manipulating online product reviews, Journal of Business Research, Volume 87, June 2018, Pages 24-35

https://www.sciencedirect.com/science/article/abs/pii/S0148296318300912

Mots clés : Avis de produits en ligne, Manipulation, Soupçon, Persuasion, Commerce électronique

Résumé : Des recherches antérieures supposent que les consommateurs peuvent détecter et ignorer la manipulation des avis sur les produits en ligne ou sont inconscients de telles pratiques. Nous supposons que l’équilibre se produit en raison des signaux de manipulation, de la suspicion des consommateurs et de leur expertise. Notre analyse des données sur l’occupation des hôtels montre que l’effet de l’ajout d’avis positifs et de la suppression d’avis négatifs sur les ventes présente une courbe en U inversée. De plus, les marques faibles souffrent davantage d’un ajout excessif. Nos expériences en laboratoire montrent que l’ajout affecte l’intention d’achat du consommateur, mais il suscite également des soupçons, ce qui exerce un effet médiateur négatif. La suppression est plus déguisée et difficile à soupçonner. Les novices sont plus influencés par les manipulations que leurs homologues expérimentés. Un ajout excessif entraîne la méfiance des consommateurs et peut se retourner contre eux. La suppression exacerbe l’asymétrie d’information et entraîne une sélection défavorable, ce qui justifie la retenue et la réglementation.

Grandes lignes :

  • Un ajout excessif entraîne la méfiance des consommateurs et peut se retourner contre eux. 
  • La suppression est plus déguisée et difficile à soupçonner. 
  • La suppression exacerbe l’asymétrie d’information et entraîne une sélection défavorable, ce qui justifie la retenue et la réglementation.

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