个人利益、商家诱导对网购消费者虚假评价行为的影响：以利己主义思想唤醒为中介
The Influence of Personal Interests and Merchant Inducement on False Reviews by Online Shoppers: Mediated by Selfishness Ideology
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近年来，虚假评价问题在电子商务领域愈加严重，直接导致了消费者对电商平台的信任度 下滑，引发了学界对电子商务信任危机的广泛研究兴趣。在人的行为背后，通常隐藏着复杂的心 理因素，而虚假评价行为亦不例外。因此，本研究首先采用质性研究方法，深度访谈了A平台的15 位消费者和A平台的5位商家代表，以深入探讨虚假评价行为的潜在心理因素。通过这些访谈，研 究发现虚假评价行为背后可能涉及利己主义思想的影响，并在网络购物评价过程中，消费者的个 人利益与商家的诱导直接导致了消费者利己主义思想的唤醒。为了进一步验证利己主义思想对虚 假评价行为的影响，研究构建了网购消费者虚假评价行为模型，并借助问卷调查法与数据分析 法，得出了消费者虚假评价行为确实被利己主义思想的唤醒所影响的结论。同时，研究还证明个 人利益与商家诱导是导致利己主义思想觉醒的两个主要影响因素。最后，基于所建立的虚假评价 行为模型与数据分析结果，本研究对虚假评价行为的发生机制进行了深入总结，并提出了可行的 解决方案，旨在应对电子商务信任危机。
Abstract
In recent years, the issue of fraudulent reviews has escalated within the e-commerce sector, resulting in a direct erosion of consumer trust in e-commerce platforms. This trend has ignited significant scholarly interest in the e-commerce trust crisis. Behind every human action, complex psychological factors frequently lurk, and the phenomenon of fraudulent reviews is no exception. Consequently, this study initially employed a qualitative research methodology, conducting in-depth interviews with 15 consumers from Platform A, alongside representatives from 5 merchants on the same platform. The aim was to deeply investigate the latent psychological factors contributing to fraudulent review behavior. Through these interviews, the study uncovered the potential influence of self-interest behind such deceptive practices. Furthermore, it became evident that during the process of online shopping reviews, the personal interests of consumers, coupled with merchant inducements, directly stimulate the emergence of consumer self-interest.To further substantiate the influence of self-interest on fraudulent review behavior, this study constructed a model of fraudulent review behavior for online shoppers. By employing questionnaire surveys and data analysis methods, it confirmed that indeed, consumer fraudulent review behavior is spurred by the awakening of selfinterest. Additionally, the research validated that personal interests and merchant inducements are the two primary contributing factors to the awakening of self-interest. Finally, leveraging the established fraudulent review behavior model and data analysis outcomes, this study conducted a comprehensive recapitulation of the mechanisms underpinning fraudulent review behavior, accompanied by a proposal of viable solutions aimed at mitigating the e-commerce trust crisis.
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