How Online Marketplace Sellers' Manipulation Influence Buyers' Evaluations?

摘要

Nowadays, many of sellers who retail products in C2C online marketplace improve their evaluations to systematically engage in evaluation manipulation behaviors. The purpose of this study not only examines the influence of sellers' manipulation behaviors on percentage of positive ratings and comment orientation, but also confirm whether buyers' experience moderating the relationship of sellers' manipulation and buyers' evaluations or not in evaluation system. The results show not only sellers' manipulation behaviors influence on percentage of positive ratings, but also the interaction between sellers' manipulation and buyers' experience impacts on both comment orientation and percentage of positive ratings while the interaction leads to significant differences among the three types of seller manipulation.