Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/50116

Is Negative Feedback Better than No Feedback? The Impact of Social Dynamics on Reviewers’ Review Decisions

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Title:Is Negative Feedback Better than No Feedback? The Impact of Social Dynamics on Reviewers’ Review Decisions
Authors:Shen, Wenqi
Liu, Yan
Keywords:Decision Making in Online Social Networks
Online product reviews, social incentives, social feedback, user generated content, reviewer behavior
Date Issued:03 Jan 2018
Abstract:Consumers are increasingly relying on online product reviews when making purchase decisions. While the impact of online reviews on product sales has been studied extensively, only a few studies examine online reviewer’s decision making. This paper directly measures social influences on reviewers’ review decisions as well as on consumers’ voting decisions (i.e. consumers vote for the helpfulness of reviews). Contrary to traditional cognitive evaluation theory, we find that both positive and negative feedback may positively motivate reviewers review behaviors. Receiving negative feedback may pose a challenge to reviewers and indicate the amount of attention the review receives, which could increase intrinsic motivation for reviewers to write new reviews. In addition, our results of the consumer voting decision model show that there is a multi-audience effect among consumers, as voters, who try to balance the sentiment of existing votes.
Pages/Duration:10 pages
URI/DOI:http://hdl.handle.net/10125/50116
ISBN:978-0-9981331-1-9
DOI:10.24251/HICSS.2018.229
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Decision Making in Online Social Networks


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