The Role of Power and Incentives in Inducing Fake Reviews in the Tourism Industry
研究考察了两种激励（自利或慈善）对个人撰写虚假评论意愿的影响，并发现权力感调节了这一关系：无权者更易受金钱激励驱动，而有权者不受激励类型影响。
As online reviews have become increasingly prevalent in recent years and their influence on consumers’ purchasing decisions has grown exponentially, some companies have begun to ask people to write fake reviews about their businesses or their competitors while offering compensation in return. This process has drawn the attention of regulators because it knowingly misleads consumers. This article reports on two studies that looked at the effect of two types of incentives (self-benefiting or charitable) on individuals’ intentions to write fake reviews and examined the moderating role of a person’s sense of power on his or her propensity to post a fake review. The study findings indicate that powerless individuals are more likely to post a fake review when presented with a monetary incentive rather than a charity incentive, while powerful individuals are not impacted by incentive type. Moreover, when asked to post negative fake reviews about competitors, such effects are mitigated.