(A RESEARCH TOWARD THE MEDIATING ROLE OF ETHICAL PERCEPTIONS IN THE EFFECT OF ESERVICE RECOVERY QUALITY ON TENDENCY OF MAKING FAKE ONLINE REVIEWS)

Abstract

Author(s): Rukiye Nur BE?DE? ?brahim BOZACI

Today, with the increase in technological developments, the use of online comments and reviews has become widespread. Customers benefit from online opinions before purchasing a product or service. However, the fact that customers can make fake comments in online environments causes negative results for businesses and consumers. In this research, the behavior of consumers to make online fake comments is investigated first. Then, the effect of electronic service recovery quality on tendency of making fake online opinion and the mediating role of the ethical perception variable in this effect is tested. Within the scope of the research, primary data is collected from 380 consumers with convenience sampling method from consumer living in Ankara. The data obtained are analyzed and the results are interpreted. According to the results of the research; it is understood that in the face of the problems experienced in online shopping, firms can reduce the fake online opinions if they compensate the problems and damages caused. In addition, it has been observed that ethical perceptions about online fake commenting behavior mediate the effect of electronic service recovery quality on the tendency to make fake opinions online. It is understood that compensations provided by online businesses and ethical perceptions of consumers are important variables in the tendency to write fake reviews online. It is noteworthy that online service recovery quality, especially compensation dimension, is related to the tendency to make false comments, and other factors are not effective. It is also noteworthy that the relative effect of the ethical perception variable in the tendency to make fake online comments is quite high compared to the compensatory dimension of the online service recovery quality.

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