移动和非移动评论的差异：感知成本在评论发布中的作用

IF 4.2 3区管理学 Q2 BUSINESS

International Journal of Electronic Commerce Pub Date : 2020-10-01 DOI:10.1080/10864415.2020.1806468

Jong Min Kim, Jeongsoo Han, Mina Jun

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引用次数: 22

摘要

摘要本研究调查了移动设备的特性如何影响消费者的评论发布行为。我们提出，移动设备的特性会影响消费者在时间和认知努力方面感知的评论发布成本。我们使用Booking.com的现场数据进行的实证分析表明，通过移动设备获得的极为正面和负面的评论的相对比率明显高于通过非移动设备获得。令人感兴趣的是，极负面评论的增加比例小于极正面评论。我们随后使用三项实验研究进行的分析表明，我们的经验发现可以用通过移动设备感知的评论发布成本的变化来解释。本研究通过展示移动技术的发展如何影响评论评分的极端性，并揭示其潜在机制，即评论发布成本，提供了理论启示。我们的研究结果还为电子商务公司提供了有用的管理见解，以制定有效的战略，鼓励消费者根据消费者感知的评论发布成本的变化发布评论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Differences in Mobile and Nonmobile Reviews: The Role of Perceived Costs in Review-Posting

ABSTRACT This study investigates how the characteristics of mobile devices influence consumer review-posting behavior. We propose that the characteristics of mobile devices affect a consumer’s perceived review-posting cost in terms of time and cognitive effort. Our empirical analysis, using field data from Booking.com, shows that the relative ratio of extremely positive and negative reviews via mobile devices is significantly higher than those through nonmobile devices. Of interest, the increased ratio of extremely negative reviews is smaller than that of extremely positive reviews. Our subsequent analyses, using three experimental studies, reveal that our empirical findings can be explained by the changes in perceived review-posting cost via mobile devices. This study provides theoretical implications by demonstrating how the development of mobile technology influences the review rating extremity and revealing its underlying mechanism, which is perceived as the review-posting cost. Our findings also provide useful managerial insights for e-commerce companies in terms of building an effective strategy to encourage consumers to post reviews based on changes in consumers’ perceived review-posting costs.

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来源期刊

International Journal of Electronic Commerce 工程技术-计算机：软件工程

CiteScore

7.20

自引率

16.00%

发文量

审稿时长

>12 weeks

期刊介绍： The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.