在线虚假评论如何造成旅游价值共毁?——基于顾客视角的研究

Abstract

Abstract: As online reviews affect customers' purchasing decisions, many enterprises and e-commerce platforms create fake reviews driven by interests, and customers also post fake reviews out of revenge or other motives. However, the academic research on online reviews pays more attention to the positive effects of real reviews, and there is little research on how fake reviews affect value co-destruction. In this study, scenario experiment method was used to analyze how online fake reviews cause the value co-destruction of potential tourists, tourism service providers and platforms. The results of the three scenario experiments show that: compared with the exaggerated fake reviews, the completely fake reviews have a stronger impact on customers' emotions and their desire for revenge and avoidance. Customer's disappointment, anger and regret have mediating effect between fake reviews and the desire for revenge and avoidance. Customer expertise negatively moderates the influence of fake reviews on customer desire for revenge and avoidance. This paper enriches the research results of fake reviews and value co-destruction, and provides management implications for enterprises and platforms.

Key words: fake reviews, customer emotion, desire for revenge, desire for avoidance, customer expertise

CLC Number:

F592.6

GUAN Xinhua, NIE Zhenxing, WU Wenjia, GONG Jinhong. How do Online Fake Reviews Cause Tourism Value Co-Destruction? —Research Based on the Perspective of Customer[J].TOURISM SCIENCE, 2024, 38(9): 37-58.

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How do Online Fake Reviews Cause Tourism Value Co-Destruction? —Research Based on the Perspective of Customer

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