Almost all Australian shoppers (98%) rely on online reviews to make a purchase decision, but more than two-thirds of consumers (69%) believe a new set of standards is needed to combat fake reviews, according to new research from online shopper-generated ratings and reviews provider, Bazaarvoice.

More specifically, more than one-third of consumers (37%) claim that standards should stipulate that only verified shoppers can post reviews, new products should be tried and tested before launch (38%) and consumer content should be reviewed daily to remove fake reviews (24%).

Further, 72% of Australian consumers claim that if a product is of poor quality or damages easily, it would result in them losing trust in a brand, and once trust is lost, 90% of consumers would avoid purchasing a product from the brand ever again.

Meanwhile, 23% of Australian consumers are now leaving a negative review for a product they have purchased and had a poor experience. In addition, 13% of shoppers show their discontent by posting their negative product experience on social media such as Facebook and Twitter.

Bazaarvoice APAC managing director, Kate Musgrove said, “Consumers have become more savvy when it comes to identifying fake reviews and one of the tell-tale signs that make consumers suspicious are multiple reviews with similar wording or an influx of very positive reviews, particularly over a short period of time. Brand and retailers should pass consumer reviews through technology and human moderation with an accredited third party.”

The Bazaarvoice research was conducted among more than 10,000 consumers across Australia, the US, the UK, France and Germany.