Evaluating the Impact of Incentive/Non-incentive Reviews on Customer Decision-making
Evaluating the Impact of Incentive/Non-incentive Reviews on Customer Decision-making
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DOI：
10.1109/aitest58265.2023.00033
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发表时间：
2023-07
期刊：
影响因子：
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通讯作者：
Kate Kargozari;Junhua Ding;Haihua Chen
中科院分区：
文献类型：
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作者：
Kate Kargozari;Junhua Ding;Haihua Chen
近年来，不断增长的社交媒体和电子商务强调了评估卖家与客户关系的必要性。在线审查系统是评估这种关系的一种方法。然而，这些评论的可信度和质量，特别是激励性评论，仍然令人关切。为了解决在线评论的质量问题，本研究根据在线评论的数量、长度和内容来评估可信度和一致性。本研究试图区分激励性评论和有机评论，发现激励对顾客评论行为的影响，从而提高评论质量作为购买决策的一个关键决定因素。为了面对这些问题，实验进行了使用软件产品的评论收集的软件评论网站，包括Capterra，软件建议，和GetApp。EDA结果突出了评审功能的重要性，如成本、客户支持、易用性和产品功能。企业规模对员工人数的间接影响、用户体验的直接影响、以及不同年份的情况变化对激励评论量的不同影响是情绪分析的主要发现。A/B检验结果表明，不同的评价分数对激励性评价对购买决策的影响程度不同。我们还发现较低的可信度，关于数量和长度的一致性较低，以及关于激励评论内容的一致性较高。这项研究表明，公司之间的潜在贡献，以提高在线审查系统的质量的必要性。
In recent years, growing social media and ecommerce has underscored the necessity of evaluating seller-customer relations. The online review system is one way to assess this relationship. However, the trustworthiness and quality of these reviews, especially incentivized ones, remains a concern. To address online review quality, this study evaluates the credibility and consistency based on the volume, length, and content of online reviews. The study tends to distinguish between incentive and organic reviews, discover the impact of incentives on customer review behavior, and consequently on improving review quality as a pivotal determinant in purchase decisionmaking. To confront these problems, experiments were conducted using software product reviews collected from software review websites, including Capterra, Software Advice, and GetApp. EDA results highlight the significance of review features such as cost, customer support, ease of use, and product features. The indirect impact of companies’ size based on the number of employees, the direct impact of users’ experience, and the different impacts of changing situations during years on the volume of incentive reviews are major findings of sentiment analysis. The A/B testing results indicate the range of having no impact to the less impact of incentive reviews on purchase decision-making regarding different review scores. We also find lower credibility, less consistency regarding volume and length, and more consistency regarding content within incentive reviews. This study suggests the necessity of potential contributions among companies to improve the quality of online review systems.