由于近年来网络评论对于消费者购买决策的影响越发的重要,许多公司开始通过操纵网络评论来影响顾客对于产品的感知与判断,从而达到增加产品销售的目的。虽然网评操纵行为在业界已经被广泛应用,但相关的学术研究却十分有限。网评操纵已成为一个急需理论发展及实证研究的课题。本文将信息操纵理论延展到网络环境,以说服知识模型作为理论背景,区分消费者对不同的网评操纵策略在道德性和欺骗性方面的评价,并研究各种网评操纵策略对消费者的产品购买意愿的不同影响以及说服知识的调节作用。结果表明网评操纵的感知欺骗性对说服知识较低的消费者的负面影响更大。此项研究发现对电商行业的健康发展及法规制订有重要的启示。 Due to the increasingly important influence of online commentary on consumer purchasing decisions in recent years, many companies have begun to manipulate online commentary to influence customers’ perceptions and judgments about products to achieve the goal of increasing product sales. Although the network evaluation manipulation has been widely used in the industry, but the relevant academic research is very limited. Network evaluation manipulation has become an urgent need for theoretical development and empirical research topics. This article extends the theory of information manipulation to the network environment to persuade the knowledge model as a theoretical background to distinguish the evaluation of ethical and deceptive aspects of different online rating strategies by consumers and to study the impact of various network-based manipulation strategies on consumers The different effects of product purchase intentions, and the regulatory role of persuading knowledge. The results show that perceived deceptiveness of online appraisal manipulation has a greater negative impact on consumers with less persuasion knowledge. The study found important implications for the healthy development of e-commerce industry and the formulation of laws and regulations.