Do Customers Perceive Reviews as Manipulated? A Warranting Theory Perspective

Online customer reviews proved to have an influence on customer’s purchase. However, most online reviews don’t always prove effective in guiding the purchase process, because of fake reviews. While e-commerce platforms do tend to incorporate ways to counter review manipulation, customer perception on review quality is more important. In this study we aim to understand the impression mechanism of online reviews. Using warranting theory, as theoretical lens we found that textual and review characteristics play a crucial role in forming an impression amongst the customers. Further, research suggest that higher contamination of reviews influence customers to perceive reviews less authentic