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Taking Fake Online Consumer Reviews Seriously

机译：认真对待假在线消费者评论

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摘要

Evidence discussed in this article indicates that consumers rely heavily upon consumer reviews when making decisions about which products and services to purchase online. Sellers and their marketeers are aware of this, and as a result, some of them succumb to the temptation to generate fake consumer reviews. This article argues that policymakers and regulators need to take fake reviews seriously. This is because they undermine a (potentially) effective and efficient mechanism for overcoming information asymmetry between online sellers and buyers. Consumer reviews also offer a powerful mechanism for regulating the marketplace. Sellers who sell sub-standard products or engage in sub-standard selling practices risk reputational damage. Genuine consumer reviews can therefore moderate bad seller behaviour and assist in improving the quality and efficiency of the marketplace. Although there are laws in many jurisdictions that prohibit misleading and deceptive conduct, detecting fake reviews is complex and difficult. This article proposes that one way of increasing the effectiveness of regulatory oversight is for regulators to add an "alliance approach" to their existing arsenal of regulatory systems and mechanisms.
机译：本文讨论的证据表明，消费者在决定要在线购买哪些产品和服务时，严重依赖消费者的评论。卖家及其营销人员意识到这一点，因此，其中一些人屈从于产生虚假消费者评论的诱惑。本文认为，政策制定者和监管者需要认真对待虚假评论。这是因为它们破坏了（潜在）有效的机制来克服在线买卖双方之间的信息不对称。消费者评论还提供了一种强有力的市场调节机制。出售不合格产品或从事不合格销售行为的卖方可能会遭受声誉损失。因此，真正的消费者评论可以缓解不良的卖方行为，并有助于提高市场的质量和效率。尽管许多司法管辖区都有禁止禁止误导和欺骗行为的法律，但是检测虚假评论是复杂且​​困难的。本文提出，提高监管监督有效性的一种方法是让监管机构在其现有的监管体系和机制中增加一种“联盟方法”。

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