The Dynamics of Online Consumer Reviews
نویسندگان
چکیده
The significance of online consumer reviews has been increasingly acknowledged by both practitioners and researchers. These reviews are commonly used by consumers as a proxy for product quality in making purchase decisions. An implicit assumption behind their use is that the review ratings reflect consumers’ private evaluations of product quality. In this paper, we question this underlying assumption. Specifically, we examine the formation of consumer ratings, and how a consumer rating is influenced by public opinions such as consensus ratings, recent consumer ratings and professional ratings. We develop a statistical model that allows consumer reviews to be influenced by both private evaluation and public opinion. We empirically test the model using data from CNET.com and find that consumer reviews are heavily influenced by public opinions. Our study is one of the first to examine the dynamics of online consumer reviews and show that online consumer reviews exhibits remarkable community features.
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تاریخ انتشار 2006