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Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning

Online deceptive reviews widely exist in the online shopping environment. Numerous studies have investigated the impact of online product reviews on customer behaviour and sales. However, the existing literature is mainly based on real product reviews; only a few studies have investigated deceptive...

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Detalles Bibliográficos
Autores principales: Zhong, Minjuan, Qu, Xilong, Chen, Yuhua, Liao, Shumei, Xiao, Quan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Hindawi 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8548176/
https://www.ncbi.nlm.nih.gov/pubmed/34712460
http://dx.doi.org/10.1155/2021/7475022
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author Zhong, Minjuan
Qu, Xilong
Chen, Yuhua
Liao, Shumei
Xiao, Quan
author_facet Zhong, Minjuan
Qu, Xilong
Chen, Yuhua
Liao, Shumei
Xiao, Quan
author_sort Zhong, Minjuan
collection PubMed
description Online deceptive reviews widely exist in the online shopping environment. Numerous studies have investigated the impact of online product reviews on customer behaviour and sales. However, the existing literature is mainly based on real product reviews; only a few studies have investigated deceptive reviews. Based on the results of deceptive reviews, this article explores the factors that affect customer purchase decision in online review systems, which is flooded by deceptive reviews. Therefore, a deceptive review influence model is proposed based on three influential factors of online review system, sentiment characteristics, review length, and online seller characteristics. Based on them, text mining is used to quantify the indicators of the three influential factors. Through principal component analysis and linear regression, the experimental results of electronic appliances on Tmall show that the three influential factors are positively related to customers' purchase intention and decision making.
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spelling pubmed-85481762021-10-27 Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning Zhong, Minjuan Qu, Xilong Chen, Yuhua Liao, Shumei Xiao, Quan J Healthc Eng Research Article Online deceptive reviews widely exist in the online shopping environment. Numerous studies have investigated the impact of online product reviews on customer behaviour and sales. However, the existing literature is mainly based on real product reviews; only a few studies have investigated deceptive reviews. Based on the results of deceptive reviews, this article explores the factors that affect customer purchase decision in online review systems, which is flooded by deceptive reviews. Therefore, a deceptive review influence model is proposed based on three influential factors of online review system, sentiment characteristics, review length, and online seller characteristics. Based on them, text mining is used to quantify the indicators of the three influential factors. Through principal component analysis and linear regression, the experimental results of electronic appliances on Tmall show that the three influential factors are positively related to customers' purchase intention and decision making. Hindawi 2021-10-19 /pmc/articles/PMC8548176/ /pubmed/34712460 http://dx.doi.org/10.1155/2021/7475022 Text en Copyright © 2021 Minjuan Zhong et al. https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Research Article
Zhong, Minjuan
Qu, Xilong
Chen, Yuhua
Liao, Shumei
Xiao, Quan
Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning
title Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning
title_full Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning
title_fullStr Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning
title_full_unstemmed Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning
title_short Impact of Factors of Online Deceptive Reviews on Customer Purchase Decision Based on Machine Learning
title_sort impact of factors of online deceptive reviews on customer purchase decision based on machine learning
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8548176/
https://www.ncbi.nlm.nih.gov/pubmed/34712460
http://dx.doi.org/10.1155/2021/7475022
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