Consumer responses toward online review manipulation

Purpose – This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between consumer trust and purchase intentions. Design/methodology/approach – This study was designed as an experimental study using a scenario method, and data were randomly collected from 2,080 online shoppers in the USA. Findings – Findings reveal that the unfair business practice of manipulating online postings considerably undermined consumer trust toward online reviews. Consumer trust in reviews thus seems to be a critical predictor of purchase intentions, which was strengthened even when respondents knew that online reviews were manipulated. Practical implications – Companies may thus need to focus on maintaining transparency and truthfulness in online consumer reviews rather than artificially improving ratings scores or feedback levels. Originality/value – This study was the first attempt to provide empirical supports that the level of consumer trust in online reviews significantly decreased after consumers were informed that the review content had been manipulated by a company in both the positive and negative conditions. These results also support previous research articulating the negativity effect.