<![CDATA[Consumer reviews are important sources of information for purchase decisions in online marketplaces. The increasing number of negative fake reviews – false or exaggerated comments that are intended to damage a product or business – raises questions regarding the relationship between them and customer product trust and product perception. The present study used a quantitative correlational design to examine these relationships among 337 university students in Cebu City, Philippines who purchased products online at least once a month. Perceptions of negative fake reviews, customer product trust and product perception was measured by a structured questionnaire using a five-point Likert scale. Descriptive statistics and simple linear regression were applied to analyze the data. Respondents generally concurred on the existence of negative fake reviews that can be harmful and difficult to differentiate from authentic reviews. Regression analysis revealed that negative fake review perception was a significant predictor of customer product trust (R² = 0.26) and product perception (R² = 0.28). The findings reveal that the perceptions of negative fake reviews are significantly linked to consumers’ trust-based reactions and their assessments of product quality, dependability and worth. The findings emphasize the significance of review authentication, credibility indicators and consumer digital proficiency in reinforcing the integrity of online marketplaces.]]>
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