在线评论：文献综述和未来研究路线图

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2024-08-29 DOI:10.1016/j.ijresmar.2024.08.009

Martina Pocchiari, Davide Proserpio, Yaniv Dover

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引用次数: 0

摘要

本文回顾并综合了有关在线评论的现有研究，探讨了知识差距，并提出了未来研究的方向。我们采用跨学科方法，深入探讨了在线评论过程的各个阶段（创建、参与、影响和洞察），并讨论了行为偏见、评论格式、评论者身份、管理干预和平台设计对这些阶段的影响。我们讨论了在线评论的益处--从促进销售到影响公司声誉和减少信息不对称，以及可能损害其可靠性和有用性的缺陷，包括促销评论、行为偏差和情境效应。最后，我们指出了文献中的研究空白，并提出了未来研究的路线图。随着技术的进步和消费者需求的发展，我们必须进一步探索在线评论的复杂性，以获得新的见解、指导决策，并更好地塑造数字平台的未来格局。

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Online reviews: A literature review and roadmap for future research

This paper reviews and synthesizes existing research on online reviews, addresses the knowledge gaps, and proposes directions for future research. Taking an interdisciplinary approach, we delve into the stages of the online review process (creation, engagement, impact, and insight) and discuss how they are affected by behavioral biases, review formats, reviewer identity, managerial interventions, and platform design. We discuss the benefits of online reviews—from boosting sales to impacting firms’ reputations and reducing information asymmetries—and the flaws that can compromise their reliability and helpfulness, including promotional reviews, behavioral biases, and context effects. Finally, we identify research gaps in the literature and propose a roadmap for future research. As technology advances and consumer needs evolve, the complexity of online reviews must be further explored to unleash novel insights, guide decisions, and better shape the future landscape of digital platforms.

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

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.