온라인 리뷰의 편향성과 소비자 리뷰 불신: 질적요인과 양적요인을 중심으로

Biases in Oneline Reviews and Consumer Review Distrust: Focusing on Qualitative and Quantitative Factors

Purpose - This study aims to analyze the impact of qualitative and quantitative biases in review content on consumer review distrust. It seeks to identify how these biases interact and contribute to distrust, ultimately providing insights to enhance review reliability and improve consumer decision-making. Design/Methodology/Approach - To achieve this, the study examines qualitative biases such as review truthfulness, neutrality, and specificity, alongside quantitative biases including review length, rating variance, and volume. Consumer groups were categorized based on comparative groups for both bias types. Independen sample t-tests and two-way ANOVA were conducted to assess the effects on review distrust. Findings - The findings indicate that among qualitative biases, a lack of truthfulness had the most significant impact on consumer review distrust, while neutrality and specificity also played crucial roles. For quantitative biases, review length and rating variance significantly influenced distrust, whereas a higher volume of reviews mitigated distrust. Additionally, the interaction between qualitative and quantitative biases was confirmed as a key factor exacerbating review distrust. Research Implications - This study provides practical insights for platform operators and companies, highlighting the need to manage negative reviews effectively and strengthen review verification systems. By addressing both qualitative and quantitative biases, online review platforms can enhance trust and ensure that consumer decision-making is positively influenced by review content.