阅读设备与产品种类对虚假评论感知可信度的影响

研究背景：当下电商平台虚假评论的泛滥对消费者，商家和平台都造成了损害。本研究从虚假评论的感知可信度出发，站在消费者的角度上研究阅读设备和产品种类作为语境因素的影响，进一步探索消费者与线上评论的互动机制。
研究内容：我们对语境因素进行进一步的定义和延伸，并通过解释水平理论研究了其中阅读设备和产品种类对虚假评论感知可信度的影响。我们认为阅读设备和产品种类作为语境因素影响了消费者阅读线上评论时的解释水平，而由于解释水平影响了消费者对于虚假评论的认知和判断，最终导致感知可信度发生变化。在本研究中，我们构建了两项实验来分别验证我们的假设。
研究结论：本研究通过实验发现，阅读设备和产品种类对虚假评论的感知可信度有着显著的影响，并且，当消费者使用智能手机作为阅读设备或购买搜寻品时，虚假评论的感知可信度相较于使用个人电脑作为阅读设备或购买经验品时要更高。但是，对于解释水平的中介效应，我们并没有发现显著的结果。
研究启示：本研究的结果让我们能够进一步了解消费者和线上评论的互动机制，基于在不同的语境因素下感知可信度的差异，平台可以采取针对性的政策来降低虚假评论的损害。

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