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【明理讲堂2020年第34期】11-24佐治亚理工学院张晗教授:Beyond Summary Rating Statistics:The Swaying Effect of Individual Reviews in Online Word-of-Mouth

  时间:11月24日 9:30-11:00

  报告人:佐治亚理工学院Han Zhang教授

  会议号:腾讯会议 852 133 991


  Online word-of-mouth studies generally assume that a product’s average rating, the most prominent signal of product quality, is the primary force shaping consumers’ purchase decisions and driving sales. While emerging evidence suggests that individual reviews also affect consumers’ decision-making, little research has attempted to disentangle their independent effects. In this paper, we compare their relative importance when consumers face a trade-off between product options whose average ratings and individual reviews do not align with each other. Through a carefully designed experiment, we find evidence for a swaying effect of individual reviews on consumers’ purchase decisions. Two follow-up experiments identify the dispersion of a product’s ratings as a boundary condition for the swaying effect and reveal the textual content as a source of the swaying effect of individual reviews. Our findings suggest a greater role of individual reviews than average ratings for consumers who seriously consider the likelihood of purchasing a product in the shopping process, and they offer important theoretical and practical implications. 


  张晗博士,美国佐治亚理工学院商学院信息技术管理终身教授,Steven A. Denning 技术与管理讲座教授。同时担任Steven A. Denning技术管理(T&M)项目的负责人。张晗教授于德克萨斯大学奥斯汀分校取得信息系统博士学位,主要研究领域为信息技术经济学、在线信任和声誉、在线口碑和电子市场的演变。他的学术论文发表在MIS Quarterly, Information Systems Research, Journal of Marketing Research , Journal of the Association for Information Systems等学术期刊。他目前担任期刊MIS Quarterly的副编辑,并将从2021年1月开始任高级编辑;他还是Journal of Information Systems and E-Business Management 、Information & Management两本期刊的高级编辑;Journal of Organizational Computing and Electronic Commerce 和 Pacific Asia Journal of the Association for Information Systems两本期刊的编辑。


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