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A matter of reevaluation: Incentivizing users to contribute reviews in online platforms

文献类型：期刊论文

作者Zhang, Mingyue5; Wei, Xuan2,3; Zeng, Daniel Dajun1,4
刊名DECISION SUPPORT SYSTEMS
出版日期2020
卷号128页码:12
关键词Reevaluation mechanism Incentives Accountability Product reviews
ISSN号0167-9236
DOI10.1016/j.dss.2019.113158
通讯作者Wei, Xuan(weix@email.arizona.edu)
英文摘要Content sharing platforms such as product review websites largely depend on reviewers' voluntary contributions. In order to motivate reviewers to contribute more, many platforms established incentive mechanisms, either reputation-based or financial. Yet most of the existing research has focused on reputations that are everlasting, such as badges and virtual points, or financial rewards where no evaluation exists about the users' contributed content, such as rebates. There is still a significant gap in our understanding of how incentives with reevaluation mechanism actually influence reviewers' behaviors such as their contribution levels, the opinion they express, and how they express. In this paper, we fill this gap using data collected from Yelp Elite Squad where reviewers with good reviewing history are awarded into the elite group and most importantly reevaluated each year. We draw from the accountability theory and conduct a difference-in-differences analysis to empirically study the effect of incentives with reevaluation mechanism on reviewers' behaviors in both short term and long term. The results show that in short term, reviewers significantly increase their contribution levels, become more conservative with lower percentage of extreme ratings, and also increase the readability of their reviews. In long term, they continue improving the quality of reviews though their numerical rating behaviors stabilize. Our research has significant implications for business models that rely on user contributions.
WOS关键词REPUTATION SYSTEMS ; CONSUMER REVIEWS ; AUCTION MARKETS ; ACCOUNTABILITY ; PRODUCT ; PERFORMANCE ; BEHAVIOR ; RATINGS ; TRUST ; HELPFULNESS
资助项目National Natural Science Foundation of China[71802024] ; National Natural Science Foundation of China[71621002] ; Fundamental Research Funds for the Central Universities, China[2017QD009] ; Fundamental Research Funds for the Central Universities, China[YY19ZZB007] ; Chinese Academy of Sciences[ZDRW-XH-2017-3] ; National Institutes of Health (NIH) of the USA[5R01DA037378-05]
WOS研究方向Computer Science ; Operations Research & Management Science
语种英语
WOS记录号WOS:000501403000002
出版者ELSEVIER
资助机构National Natural Science Foundation of China ; Fundamental Research Funds for the Central Universities, China ; Chinese Academy of Sciences ; National Institutes of Health (NIH) of the USA
源URL[http://ir.ia.ac.cn/handle/173211/29325]  
专题自动化研究所_复杂系统管理与控制国家重点实验室_互联网大数据与安全信息学研究中心
通讯作者Wei, Xuan
作者单位1.Chinese Acad Sci, Inst Automat, Beijing 100864, Peoples R China
2.Univ Arizona, Eller Coll Management, Tucson, AZ 85721 USA
3.Shanghai Jiao Tong Univ, Antai Coll Econ & Management, Shanghai 200030, Peoples R China
4.Shenzhen Artificial Intelligence & Data Sci Inst, Shenzhen 518129, Guangdong, Peoples R China
5.Shanghai Int Studies Univ, Sch Business & Management, Shanghai 201620, Peoples R China
推荐引用方式
GB/T 7714		 Zhang, Mingyue,Wei, Xuan,Zeng, Daniel Dajun. A matter of reevaluation: Incentivizing users to contribute reviews in online platforms[J]. DECISION SUPPORT SYSTEMS,2020,128:12.
APA Zhang, Mingyue,Wei, Xuan,&Zeng, Daniel Dajun.(2020).A matter of reevaluation: Incentivizing users to contribute reviews in online platforms.DECISION SUPPORT SYSTEMS,128,12.
MLA Zhang, Mingyue,et al."A matter of reevaluation: Incentivizing users to contribute reviews in online platforms".DECISION SUPPORT SYSTEMS 128(2020):12.

入库方式： OAI收割

来源：自动化研究所

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