The impacts of purchase verification badge and review typesetting on voting behaviors of public assessors towards suspicious positive online reviews
Pengkun Wu,
Liuyan Chen and
Yuanyuan Wu ()
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Pengkun Wu: Sichuan University
Liuyan Chen: Sichuan University
Yuanyuan Wu: Southwestern University of Finance and Economics
Electronic Markets, 2025, vol. 35, issue 1, No 83, 20 pages
Abstract:
Abstract To tackle the issue of numerous suspicious reviews, some platforms have adopted crowdsourcing by inviting consumers to become public assessors. Drawing on cognitive load theory, this study examines the impact of purchase verification (PV) badges and review typesetting on voting behaviors, as well as their moderating roles in the relationship between review depth and voting behavior. Through five experiments, we demonstrate that review depth and typesetting influence voting behavior through serial mediations involving perceived reviewer effort and review helpfulness. PV badges influence voting through review credibility and review helpfulness. Both PV badges and review typesetting act as negative moderators between review depth and voting behavior. This pioneering study highlights the critical roles of PV badges and typesetting in public assessment systems, offering valuable insights for platform management.
Keywords: Suspicious reviews; Review voting; Review depth; Review typesetting; Purchase verification; M (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12525-025-00833-4
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