Analyzing review efficacy on Amazon.com: Does the rich grow richer?
Analyzing review efficacy on Amazon.com: Does the rich grow richer?
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DOI：
10.1016/j.chb.2017.05.047
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发表时间：
2017-10
期刊：
影响因子：
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通讯作者：
A. Chua;Snehasish Banerjee
中科院分区：
文献类型：
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作者：
A. Chua;Snehasish Banerjee
本文分析了 Amazon.com 上的评论效果。具体来说，评论功效被概念化为读者群和网站上提交的评论的有用性。根据马太效应和棘轮效应——“富者愈富，穷者愈穷”，该论文研究了知名审稿人提交的审稿是否被认为比新手提交的审稿更有效。提出了一个研究框架来确定可以提高审查效率的前因。前因包括与评论标题和描述相关的定量和定性方面。从结果中得出三个关键发现。首先，评论读者的前因不一定与评论有用性的前因相同。其次，评论的标题和描述都与评论效果相关。第三，对于知名审稿人和新手审稿人来说，审稿效力的前因是不同的。本文最后强调了其理论贡献和对实践的影响。
This paper analyzes review efficacy on Amazon.com. Specifically, review efficacy is conceptualized as the readership and the helpfulness of reviews submitted on the website. Informed by the Matthew effect and the Ratchet effect— “the rich grow richer and the poor grow poorer,” the paper examines if reviews submitted by reputed reviewers are deemed more efficacious compared with those contributed by novices. A research framework is proposed to identify antecedents that could promote review efficacy. The antecedents include both quantitative and qualitative aspects related to review titles and descriptions. Three key findings are gleaned from the results. First, the antecedents of review readership are not necessarily identical to those of review helpfulness. Second, both titles and descriptions of reviews are related to review efficacy. Third, the antecedents of review efficacy are different for reputed and novice reviewers. The paper concludes by highlighting its theoretical contributions and implications for practice.