Genuine or Fake? Explaining Consumers’ Perception and Detection of AI-Generated Fake Reviews
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2025-01-07
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4216
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The importance of online reviews for consumers' decision-making engages fraudsters to game the review system by writing or buying fake reviews. Fake reviews are a main threat to consumers since they are hardly distinguishable from genuine human-made reviews. Moreover, advances in generative AI like ChatGPT foster the simple creation of persuasive text, such as high-quality fake reviews. While prior studies primarily focused on automatic fake review detection, little is known about how consumers react to AI-generated fake reviews. Based on a quantitative-qualitative study with 151 consumers (906 review classifications), we found that humans cannot reliably distinguish between genuine and AI-generated fake reviews (accuracy= 53.2%). They are especially worse at detecting negative AI-generated fake reviews. Our findings extend prior research by examining consumers' ability to detect AI-generated fake reviews, identifying a set of cues they use for review classification, and investigating the cues' effectiveness for detection. Further, we derive practical implications.
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Economic and Societal Impacts of Technology, Data, and Algorithms, artificial intelligence, chatgpt, consumer perspective, fake review detection, fake reviews
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10
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Proceedings of the 58th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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