Research on the causes of false comments based on principal component factor analysis model

Online comments usually express consumers' actual use experience and subjective views of goods, and have become one of the important factors influencing consumers' purchasing decisions, thus affecting the promotion and sales of products. However, driven by economic interests, some enterprises or individuals intentionally publish false online reviews in order to promote or denigrate specific products. In this paper, SPSS20.0 was used to conduct principal component analysis on the collected questionnaire data to obtain the most important influencing factors. In order to study the effect evaluation model of e-commerce industry false comments on consumer intentions in detail, this paper establishes a principal component analysis model. Through the analysis of ten factors and the collection of statistics and mathematical statistics and analysis of questionnaires on consumers' intentions based on false comments in the e-commerce industry, the results can be obtained. The contribution rate of X1 index is 0.312, X2 index is 0.126, X3 contribution rate is 0.106, X4 contribution rate is 0.061, and X8 contribution rate is 0.172. So the main reasons for the proliferation of fake reviews are their lack of legal knowledge, lack of economic income, lax supervision on the platform and the vengeful mentality, which directly influences consumers' buying intentions.