信用服务提供商的在线评论:消费者评价什么,其他消费者是否相信这些评论,是否需要干预?

IF 5.1 3区 管理学 Q1 BUSINESS
Shannon Lantzy, Rebecca W. Hamilton, Yu-Jen Chen, K. Stewart
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引用次数: 9

摘要

在Yelp和RateMDs等平台上,消费者对医生等信用服务提供商的在线评论已经变得很普遍。然而,医生们对这些平台的合法性提出了质疑,理由是消费者不具备评估他们获得的医疗服务质量所需的专业知识。这一挑战得到了信息文献经济学的支持,该经济学将医生描述为一种信任服务,这意味着消费者即使在消费后也无法评估质量。是否需要干预措施来确保消费者不被这些评论误导?来自真实在线评论的数据显示,在对信用服务提供商的真实评论中,许多索赔都集中在体验属性上,比如消费者通常可以评估的及时性,而不是信誉属性,比如知识。后续实验表明,消费者更有可能相信其他消费者的经验主张(相对于信誉主张),这些主张有数据支持,以及更长的评论,即使它们没有更多的信息。作者讨论了对消费者和信用服务提供者的影响以及可能的政策干预。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Online Reviews of Credence Service Providers: What Do Consumers Evaluate, Do Other Consumers Believe the Reviews, and Are Interventions Needed?
Consumer-generated online reviews of credence service providers, such as doctors, have become common on platforms such as Yelp and RateMDs. Yet doctors have challenged the legitimacy of these platforms on the grounds that consumers do not have the expertise required to evaluate the quality of the medical care they receive. This challenge is supported by the economics of information literature, which has characterized doctors as a credence service, meaning that consumers cannot evaluate quality even after consumption. Are interventions needed to ensure that consumers are not misled by these reviews? Data from real online reviews shows that many of the claims made in real reviews of credence service providers focus on experience attributes, such as promptness, which consumers can typically evaluate, rather than credence attributes, such as knowledge. Follow-up experiments show that consumers are more likely to believe experience claims (vs. credence claims) made by other consumers, claims that are supported by data, and longer reviews even if they are not more informative. The authors discuss implications for consumers and credence service providers and possible policy interventions.
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来源期刊
CiteScore
10.20
自引率
15.40%
发文量
29
期刊介绍: Journal of Public Policy & Marketing welcomes manuscripts from diverse disciplines to offer a range of perspectives. We encourage submissions from individuals with varied backgrounds, such as marketing, communications, economics, consumer affairs, law, public policy, sociology, psychology, anthropology, or philosophy. The journal prioritizes well-documented, well-reasoned, balanced, and relevant manuscripts, regardless of the author's field of expertise.
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