Customer Motivation and Response Bias in Online Reviews
Customer Motivation and Response Bias in Online Reviews
复制标题
在线评论中的客户动机和反应偏差
DOI：
10.1177/1938965520902012
复制
发表时间：
2020
影响因子：
3.5
通讯作者：
C. Anderson
中科院分区：
文献类型：
--
作者：
Saram Han;C. Anderson
在线客户评论平台的自愿性质会自行选择意见强烈的客户，导致低报偏见。然而，很少有研究已经进行了购买后的满意度和倾向，以分享自己的意见之间的关系。本研究的目的是实证检验顾客满意度和报告动机之间的关系在网上评论平台。本研究的结果表明，客户意图发布在线酒店评论不同的客户满意度的水平。在线评论者更有动力发布极端和负面的评级。然而，当评分是由熟悉在线评论发布过程的评论者生成时，这种漏报偏见就会减轻。个人对评审平台的熟悉程度与漏报偏见之间的关系可以用收益成本理论来解释。
The voluntary nature of online customer review platforms self-selects customers with strong opinions, resulting in an underreporting bias. However, little research has been conducted on the relationship between postpurchase satisfaction and the propensity to share one’s opinion. The goal of this study is to empirically examine the relationship between customer satisfaction and reporting motivation in online review platforms. The results of this study demonstrate that customer intention to post an online hotel review varies depending on the level of customer satisfaction. Online reviewers are more motivated to post extreme and negative ratings. However, this underreporting bias is mitigated when ratings are generated by reviewers who are familiar with the online review posting process. The relationship between individual familiarity with the review platform and the underreporting bias can be explained using the benefit-cost theory.