To post or not to post: How minority opinion and posting frequency impact online review posting

IF 5.9 2区 管理学 Q1 BUSINESS
Jana Möller-Herm, Sabrina A. Gottschalk, Alexander Mafael
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引用次数: 0

Abstract

Consumers are often exposed to prior reviews when considering posting themselves. We examine how finding one’s opinion in the minority (vs. majority) of previous ratings affects a consumer’s decision to post. Specifically, we contrast the posting decisions of frequent posters with those of less frequent posters. Results from seven experimental studies show that frequent posters prefer review environments in which their opinion belongs to the minority of previously posted ratings. We support these findings with additional evidence from secondary review data. This behavior sets them apart from infrequent posters, who are reluctant to share minority opinions. In addition, we show that this effect is driven by differences in how a minority post is perceived: As an opportunity to signal one’s reviewer identity or as socially risky. Based on these insights, we explore how rating platforms can motivate review posting, particularly among infrequent posters. Our findings extend previous research on social influence effects in online reviews and have implications for various stakeholders who rely on and aim to solicit reviews on rating platforms.
发帖还是不发帖?少数意见和发布频率如何影响在线评论的发布
消费者在考虑发布自己的评论时,往往会接触到之前的评论。我们研究了消费者发现自己的观点在之前的评价中处于少数(与多数)是如何影响其发布决定的。具体来说,我们对比了经常发帖者和不经常发帖者的发帖决定。七项实验研究的结果表明,经常发帖的人更喜欢他们的意见在之前发布的评价中属于少数的评论环境。我们从二次评论数据中获得了更多证据来支持这些发现。这种行为使他们有别于不经常发表评论的人,后者不愿意分享少数人的意见。此外,我们还证明了这种效应是由人们对少数意见帖子的不同看法所驱动的:是表明评论者身份的机会,还是社交风险。基于这些见解,我们探讨了评分平台如何激励评论发帖,尤其是不经常发帖的人。我们的研究结果扩展了之前关于在线评论中社会影响效应的研究,并对依赖于评级平台并希望在评级平台上征求评论的各利益相关者产生了影响。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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