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Effects of membership tier on user content generation behaviors: evidence from online reviews

机译：会员等级对用户内容生成行为的影响：在线评论的证据

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摘要

Online shopping websites typically classify customers into different membership tiers in their customer relationship management systems. This study investigates the effects of membership tiers on user content generation behaviors in the context of an electronic commerce marketplace that has a membership tier program and an online review system. Grounded in theories related to status, our study hypothesizes the effects of membership tiers on user content generation behaviors as well as the helpfulness of the content they generated in the context of online reviews. We collected online data from a world-leading shopping website. The results from our empirical analyses indicate that membership tier has a positive effect on review rating and review delay, whereas it has a negative effect on review depth. Additionally, we tested mediation effects of review rating, depth and delay between membership tiers and review helpfulness, and found that membership tier negatively affected review helpfulness indirectly. Interestingly, reviews posted by high-status customers are perceived as more helpful than those of others when we controlled for review characteristics. This study contributes to research on online product reviews and customer relationship management.
机译：在线购物网站通常会在客户关系管理系统中将客户分类为不同的会员级别。这项研究调查了在具有会员等级计划和在线评论系统的电子商务市场中，会员等级对用户内容生成行为的影响。基于与状态相关的理论，我们的研究假设会员级别对用户内容生成行为的影响以及他们在在线评论中生成的内容的有用性。我们从世界领先的购物网站收集了在线数据。我们的经验分析结果表明，会员等级对评价等级和评价延迟有正面影响，而对评价深度则有负面影响。此外，我们测试了评价等级，深度和会员等级之间的延迟以及评审帮助的中介作用，发现会员等级对评审帮助有间接影响。有趣的是，当我们控制评论特征时，高状态客户发布的评论会被认为比其他评论的顾客更有帮助。这项研究有助于在线产品评论和客户关系管理方面的研究。

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  • 来源
    《Electronic Commerce Research》 |2018年第3期|457-483|共27页
  • 作者

    Fu Dongpu; Hong Yili; Wang Kanliang; Fan Weiguo;

  • 作者单位

    Capital Univ Econ & Business, Sch Informat, 121 Zhangjialukou, Beijing 100070, Peoples R China;

    Arizona State Univ, WP Carey Sch Business, Dept Informat Syst, Main Campus,POB 874606, Tempe, AZ 85287 USA;

    Renmin Univ China, Sch Business, Dept Management Sci & Engn, 59 Zhongguancun St, Beijing 100872, Peoples R China;

    Virginia Polytech Inst & State Univ, Dept Accounting & Informat Syst, Pamplin Coll Business, Pamplin Hall,Suite 3007, Blacksburg, VA 24061 USA;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    User content generation; Online reviews; Membership tier; Status;

    机译：用户内容生成;在线评论;会员等级;状态;

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