Insights into Suspicious Online Ratings: Direct Evidence from TripAdvisor
Insights into Suspicious Online Ratings: Direct Evidence from TripAdvisor
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DOI：
10.1080/10941665.2015.1029954
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发表时间：
2016-03
影响因子：
5
通讯作者：
M. Schuckert;Xianwei Liu;R. Law
中科院分区：
文献类型：
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作者：
M. Schuckert;Xianwei Liu;R. Law
在线评级和在线声誉管理正变得越来越受欢迎和重要。随着这种重要性的增加，通过虚假评论操纵在线评论的企图变得更加普遍。可疑的在线评论（评级）存在于许多电子商务平台上，但这些评论很少被观察到，并在使用不同测试方法的学术研究中被报告为操纵。在我们的研究中，我们基于TripAdvisor上的41，572个评级来检查可疑在线评级的经验证据。通过定量分析，我们发现了三个重要结果：（1）总体评分与单项评分之间确实存在差距，而且差距很大，尤其是在低等级酒店中;（2）以0.5为标准，可疑评分的比例约为20%;（3）倾向于发布优秀评分的评论者在发布评分时不太可能产生大的差距。我们提供了具体的管理启示，酒店管理者在线声誉管理和选择建议，为未来的研究的基础上的实证研究结果。
Online ratings and online reputation management are becoming increasingly popular and important. With this increasing importance, attempts to manipulate online reviews through fake reviews have become more prevalent. Suspicious online reviews (ratings) exist on many e-commerce platforms, but these reviews have rarely been observed and reported as manipulation in academic studies using different test methods. In our research, we examine empirical evidence of suspicious online ratings based on 41,572 ratings on TripAdvisor. Applying quantitative analytics, we find three important results: (1) the gap between overall rating and individual ratings does exist and is significant, especially among the lower class hotels; (2) the proportion of suspicious ratings is about 20% at a standard of 0.5; and (3) reviewers who tend to post excellent ratings are less likely to generate big gaps when posting ratings. We offer specific managerial implications for hotel managers on online reputation management and selected suggestions for future research based on the empirical findings.