The Impact of Perceived Fake Reviews on Purchase Intention in E-Commerce

Abstract

Nowadays, many consumers are choosing to shop online through e-commerce and a high percentage of e-commerce consumers tend to check the reviews before they purchase. Because of this, in order to compete in the very competitive market, sellers try various ways to get positive reviews and many fake reviews have been taken over in the e-commerce platforms. As a result, consumers have faced fake review scams. In this paper, research will analyze how the perceived fake reviews impact the purchase intention on e-commerce platforms. In this research, the relationship between perceived fake review and purchase intention is analyzed with the mediator of trustworthiness based by the Source Credibility Model. Qualitative research interviews were conducted to the 6 participants who were selected by purposive sampling method to understand their experiences and perception towards the fake reviews and purchase intention. The results were analyzed by using the coding method. The findings of the research are that perceived fake reviews negatively influence the trustworthiness of e-commerce sellers and reviews. And these reduced trustworthiness leads to the lower purchase intention of these sellers with fake reviews on e-commerce platforms. So, it points out that having fake reviews can lead to the lower purchase intention of the consumers.