Incentivised dishonesty: Moral frameworks underlying fake online reviews

IF 8.6 2区 管理学 Q1 BUSINESS
Vijay Victor, Nisa James, Elizabeth Dominic
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Abstract

Feedback mechanisms, such as customer reviews and ratings, are essential for making informed decisions on online platforms, particularly in the presence of asymmetric information. However, the practice of reward-based reviews is on the rise in online platforms, where sellers incentivise buyers to give biased feedback (e.g., 5-star ratings) regardless of the quality of the products. This study intends to determine whether financial incentives motivate people to award dishonest ratings and explore the moral heuristics underlying this motivation. Using a hypothetical purchase scenario, responses were elicited from 411 participants and the Philosophical Moral Framework Measure (PMFM) was used to identify the moral frameworks that underlie the reported self-interested behaviour. The findings reveal that the likelihood of giving fake reviews increases with an increase in financial incentives. The dominant moral framework of those who accepted the cashback offer is utilitarianism and egoism, whereas those who declined the offer primarily have deontology and virtue theory as dominant frameworks. The results also indicate that men and young individuals are more likely to give dishonest feedback. These findings not only advance the understanding of the interplay between financial incentives and self-interested behaviour but also aid in identifying the moral frameworks underlying self-interested behaviour.

受激励的不诚实:虚假在线评论背后的道德框架
客户评论和评级等反馈机制对于在网络平台上做出明智决策至关重要,尤其是在信息不对称的情况下。然而,基于奖励的评论做法在网络平台上正在兴起,卖家会激励买家给出有偏见的反馈(如五星评级),而不管产品质量如何。本研究旨在确定经济激励是否会促使人们给予不诚实的评价,并探索这种激励背后的道德启发式。通过一个假设的购买场景,研究人员从 411 名参与者那里获得了回答,并使用哲学道德框架测量法(PMFM)来确定报告的自利行为所依据的道德框架。研究结果表明,提供虚假评论的可能性随着经济激励的增加而增加。接受返现提议的人的主要道德框架是功利主义和利己主义,而拒绝返现提议的人的主要道德框架是义务论和美德理论。研究结果还表明,男性和年轻人更有可能给出不诚实的反馈。这些发现不仅加深了人们对经济激励与自利行为之间相互作用的理解,而且有助于确定自利行为背后的道德框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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