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<p>To tackle the issue of numerous suspicious reviews, some platforms have adopted crowdsourcing by inviting consumers to become public assessors. Drawing on cognitive load theory, this study examines the impact of purchase verification (PV) badges and review typesetting on voting behaviors, as well as their moderating roles in the relationship between review depth and voting behavior. Through five experiments, we demonstrate that review depth and typesetting influence voting behavior through serial mediations involving perceived reviewer effort and review helpfulness. PV badges influence voting through review credibility and review helpfulness. Both PV badges and review typesetting act as negative moderators between review depth and voting behavior. This pioneering study highlights the critical roles of PV badges and typesetting in public assessment systems, offering valuable insights for platform management.</p>

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The impacts of purchase verification badge and review typesetting on voting behaviors of public assessors towards suspicious positive online reviews

  • 期刊论文

  • 发表日期：

    2025年10月3日

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  • Pengkun Wu,
  • Liuyan Chen,
  • Yuanyuan Wu

摘要

To tackle the issue of numerous suspicious reviews, some platforms have adopted crowdsourcing by inviting consumers to become public assessors. Drawing on cognitive load theory, this study examines the impact of purchase verification (PV) badges and review typesetting on voting behaviors, as well as their moderating roles in the relationship between review depth and voting behavior. Through five experiments, we demonstrate that review depth and typesetting influence voting behavior through serial mediations involving perceived reviewer effort and review helpfulness. PV badges influence voting through review credibility and review helpfulness. Both PV badges and review typesetting act as negative moderators between review depth and voting behavior. This pioneering study highlights the critical roles of PV badges and typesetting in public assessment systems, offering valuable insights for platform management.