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The impact of fake online reviews on customer satisfaction: an empirical study on JD.com

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Abstract

This research examines the impact of fake reviews on consumer satisfaction within the e-commerce domain, using a dataset from JD.com to develop three statistical models. The analysis reveals that although fake reviews initially boost product evaluations, consumers eventually recognize the falsehoods, leading to diminished satisfaction and trust in the e-commerce platform. The study highlights the critical importance of differentiating between genuine and counterfeit reviews, employing an LSTM model to enhance accuracy, and underscores the negative effects of fake reviews on consumer perceptions and the integrity of e-commerce. The findings suggest a need for stringent governance of online reviews to preserve a healthy digital marketplace, safeguard consumer interests, and ensure the authenticity of customer feedback. Offering valuable insights into addressing the challenges posed by fake reviews, this research emphasizes their adverse effects on customer satisfaction and trust in e-commerce.

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Acknowledgements

This research was supported by the National Natural Science Foundation of China [grant number 72274010, 72174018], and the National College Students’ Innovation and Entrepreneurship Training Program of Beijing University of Technology [grant number GJDC-2023-01-66].

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  1. College of Economics and Management, Beijing University of Technology, Beijing, 100124, PR China

    Runcheng Xia, Xuefan Dong, Jiajun An & Handi Wang

  2. Research Base of Beijing Modern Manufacturing Development, Beijing University of Technology, Beijing, 100124, PR China

    Xuefan Dong

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Xia, R., Dong, X., An, J. et al. The impact of fake online reviews on customer satisfaction: an empirical study on JD.com. Electron Commer Res (2024). https://doi.org/10.1007/s10660-024-09865-y

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