Determinants of multimodal fake review generation in China’s E-commerce platforms
Chunnian Liu,
Xutao He,
Lan Yi
Abstract:This paper develops a theoretical model of determinants influencing multimodal fake review generation using the theories of signaling, actor-network, motivation, and human–environment interaction hypothesis. Applying survey data from users of China’s three leading E-commerce platforms (Taobao, Jingdong, and Pinduoduo), we adopt structural equation modeling, machine learning technique, and Bayesian complex networks analysis to perform factor identification, path analysis, feature factor importance ranking, regi… Show more
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