Effects of Device Type and Product Type on Perceived Credibility of Online Fake Reviews

Online reviews have become a crucial source of information for consumers, but the proliferation of fake reviews poses significant challenges. The extent to which consumers trust and believe these fake reviews is largely determined by their perceived credibility. This research explores the impact of two key contextual factors - reading device (smartphones vs. personal computers) and product type (search vs. experience) - on consumers' perceived credibility of fake online reviews. Through two empirical studies, the findings demonstrate that consumers are more likely to believe fake reviews when accessed on smartphones compared to personal computers. Additionally, consumers exhibit higher perceived credibility of fake reviews for search products versus experience products. These results contribute to the understanding of how contextual factors shape consumers' assessment of online review credibility, particularly in the presence of deceptive content. The findings have important implications for e-commerce platforms, merchants, and consumers in navigating the challenges posed by fake reviews.