Examining Bias in Online Consumer Reviews and Consumer Avoidance: A Psychological Mechanism Approach to Review Evaluation

The research investigates how factors inducing review bias trigger psychological reactance in consumers, leading to perceived review bias and ultimately resulting in avoidance behavior. The study also explores the moderating effect of situational involvement on this process. The research demonstrates that consumers with high situational involvement exhibit greater sensitivity to bias factors compared to those with low situational involvement. This study also provides a detailed analysis of the consumer review evaluation process using Psychological Reactance Theory. The results of this study contribute to the existing literature on online consumer behavior and offer practical implications for e-commerce stakeholders. By elucidating the mechanisms through which review bias influences consumer decision-making, this research underscores the need for transparent and unbiased review systems in online marketplaces.