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An Empirical Study of Free Product Sampling and Rating Bias

机译：免费产品抽样和评级偏差的实证研究

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摘要

Free product sampling has increasingly become a popular promotional strategy and served as a new mechanism of product review generation in e-commerce. We empirically analyze how a product's engagement in free product sampling affects the product's review rating, and we also examine important contingent factors of product pricing and product popularity. Using a rich data set from Taobao. com and multiple identification strategies and estimation methods, we find that engaging in free product sampling increases product rating by 1.1%. We argue that it is consumers' reciprocal behavior of giving higher ratings as a return to retailers' beneficial actions that causes rating bias. We further find that the bias would be larger with higher original price but smaller with larger price discount and higher product popularity. Our empirical findings provide important contributions to the literature on product sampling and word-of-mouth and offer critical managerial implications to online retailers, rating system designers, and consumers.
机译：免费产品抽样已越来越成为一种流行的促销策略，并已成为电子商务中产品评论生成的新机制。我们根据经验分析产品参与免费产品抽样会如何影响产品的评价等级，并且还会检查产品定价和产品受欢迎程度的重要或有因素。使用来自淘宝的丰富数据集。 com以及多种识别策略和估算方法，我们发现参与免费产品抽样会使产品评分提高1.1％。我们认为，给予零售商较高评级作为对零售商有益行为的回报是消费者的对等行为，导致评级出现偏差。我们进一步发现，当原始价格较高时，偏差会较大，而在较大的价格折扣和较高的产品受欢迎度下，偏差会较小。我们的经验发现为有关产品抽样和口碑的文献做出了重要贡献，并为在线零售商，评级系统设计师和消费者提供了重要的管理意义。

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