随着互联网和手机的普及，网上购物成为生活日常的一部分。人们在购买时会查看产品的评论与口碑，来对产品价值做一个预估。产品的在线评论会影响消费者的购买意愿，为了吸引消费者购买，出现了专门刷好评的水军公司，制造大量的虚假评论欺骗消费者，严重影响市场秩序。本研究构建了虚假评论对购买意愿的研究模型，旨在研究虚假评论对感知风险和购买意愿的影响路径、感知风险在虚假评论和购买意愿之中的中介作用，以及产品类型的调节作用。研究结果表明（1）不同的评论会影响消费者的购买意愿，虚假评论对购买意愿有显著负向影响。（2）虚假评论对感知风险有显著正向影响。（3）感知风险对购买意愿存在显著负向影响。（4）感知风险在虚假评论和购买意愿中起中介作用。（5）产品类型对虚假评论和消费者感知风险的调节作用不显著。（6）产品类型对虚假评论和消费者购买意愿的调节作用不显著。

With the development of the Internet and mobile phones, online shopping has become a daily part of life. People will check the product's comments to make an estimate of the value of the product. As we all know, the online reviews of products will affect consumers' decision. In order to attract more consumers, there has been some water companies, creating a large number of fake reviews to deceive consumers, which is seriously affecting market order. This study constructs a research model of fake reviews on purchase intentions, which aims to study the influence path of fake reviews on perceived risk and purchase intention, and the regulation of product types. The results indicate that (1) different reviews will affect consumers' buying intention, and fake reviews have a significant negative impact on purchase intention. (2) Fake reviews have a significant positive impact on perceived risk. (3) Perceived risk has a significant negative impact on purchase intention. (4) Perceived risk plays a mediating role in the effect of fake reviews on purchase intentions. (5) Product types cannot regulate the relationship between fake reviews and perceived risks. (6) Product type doesn't significantly affect the relationship between fake reviews and purchase intentions.