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It’s funny how readily we “take the advice of complete strangers” when shopping online. More than 80...
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It’s funny how readily we “take the advice of complete strangers” when shopping online. More than 80 percent of Americans say they read online reviews at least some of the time. But on sites such as Amazon and Yelp, businesses have learnt to “making the most of the rating system to the seller’s or the platform’s advantage”, eventually “making the star-rating scale useless”. Even in the case of confirmed reviews, it can be hard to know what the stars mean.
Amazon has stepped up the effort to provide transparency said Louise Matsakis in Wired.com. Its “Vine voices” program sends free products for testing to an invite-only community of “trusted reviewers”. Amazon has also started ranking its Top 10,000 Contributors on a daily leaderboard not “just by the number of reviews a person has but also by how many customers found their feedback to be helpful”. The current No.1 reviewer, a 45-year-old from North Dakota who has posted nearly 2,500 comments since 2002, has owned a bakery in Oregon, worked for a small newspaper, and had a 10-year stretch in the Navy as a nuclear welding inspector. Now he spends his time testing everything from fryers to popcorn makers, though he exceeded its weight limit by 70 pounds.
But sellers are still finding ways to deceive prospective buyers, said a reviewer. He said, “I identified more than 150 private Facebook groups where sellers openly exchange free products for five-star reviews. I joined four of them and was annoyed with a flurry of private messages from sellers. One offered to pay me $10 for a splendid review of what was already ‘one of the highest-ranked iPhone chargers’, with 3,971 five-star reviews and a trusted ‘Amazon choice’ label. When it arrived, the charger broke within minutes. I reached out to Amazon and those thousands of five-star reviews for the charger disappeared.”
The product now has 11 reviews and holds a rating of 2.5 stars. But before all those five-star reviews disappeared, how many shoppers spotted this $ 13.99 charger pack on Amazon’s first-page results and fell for the trick?
1.What action has Amazon taken to make the star-rating scale useful?
A.Provide effectively checked comments for consumers.
B.Give priority to the advantage of customers.
C.Decide on contributors’ rank by the quantity of reviews.
D.Get reliable reviewers to test products before their release.
2.What does the underlined word “deceive” in the third paragraph most probably mean?
A.Persuade. B.Instruct.
C.Interest. D.Cheat.
3.What do we know about the charger seller in the last two paragraphs?
A.He convinced buyers to obtain free products.
B.He attempted to obtain excellent reviews by purchase.
C.He was in hot water and deleted all untrusted reviews.
D.He tricked buyers and disappeared from Amazon.
4.Which of the following would be the best title for the passage?
A.The Efforts of Amazon
B.The Application of Rating System
C.Not Every Star Shines So Bright
D.Don’t Fall for the Trick of Sellers
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