University of Twente Student Theses
Fake Negative Online Reviews : A Quantitative Study on How a Warning Label and Credibility Issues in a Review Affect Consumers’ Purchase Intention
Telman, R.E.M. (2021) Fake Negative Online Reviews : A Quantitative Study on How a Warning Label and Credibility Issues in a Review Affect Consumers’ Purchase Intention.
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| Abstract: | The amount of fake reviews on the Internet is growing and shows its big influence on a company’s sales. Negative reviews appear to have a greater influence compared to positive reviews on purchase intention and therefore it is important to learn more about it. Especially within the tourism sector people share their experience with other consumers and as a result fake reviews about travel agencies are growing. It appears that consumers within the tourism sector have a feeling that the review they are reading is fake, but consumers still rely on it. However, it has not been studied how certain characteristics of a review that make people perceive a review is fake, is affecting people’s purchase intention. Therefore, the study aims to examine the effect on purchase intention of the addition of a warning label to a review, the writing style of the review and the username of the person who wrote the review. The executed research is an experiment with a 2x2x2 between subject design, with credibility and perceived realism as mediators, and involvement as a control variable. In addition, the warning label was tested as an interaction effect on writing style and username. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/88006 |
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