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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
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Article

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

by
Makoto Nakayama
1 and
Yun Wan
2
1
DePaul University, College of Computing and Digital Media, Chicago, IL, USA
2
University of Houston-Victoria, School of Arts and Sciences, Victoria, TX, USA
J. Theor. Appl. Electron. Commer. Res. 2017, 12(1), 1-20; https://doi.org/10.4067/S0718-18762017000100002
Submission received: 18 April 2015 / Revised: 8 October 2015 / Accepted: 5 April 2016 / Published: 1 January 2017
Versions Notes

Abstract

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.
Keywords: Consumer reviews; Fake votes; Review information quality (IQ); Anchoring, Product learning; Purchase decision-making Consumer reviews; Fake votes; Review information quality (IQ); Anchoring, Product learning; Purchase decision-making

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MDPI and ACS Style

Nakayama, M.; Wan, Y. Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality. J. Theor. Appl. Electron. Commer. Res. 2017, 12, 1-20. https://doi.org/10.4067/S0718-18762017000100002

AMA Style

Nakayama M, Wan Y. Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality. Journal of Theoretical and Applied Electronic Commerce Research. 2017; 12(1):1-20. https://doi.org/10.4067/S0718-18762017000100002

Chicago/Turabian Style

Nakayama, Makoto, and Yun Wan. 2017. "Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality" Journal of Theoretical and Applied Electronic Commerce Research 12, no. 1: 1-20. https://doi.org/10.4067/S0718-18762017000100002

APA Style

Nakayama, M., & Wan, Y. (2017). Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality. Journal of Theoretical and Applied Electronic Commerce Research, 12(1), 1-20. https://doi.org/10.4067/S0718-18762017000100002

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