Dynamic trends in online product ratings: A diagnostic utility explanation

Wang Fang; Menon Kalyani; Ranaweera Chatura

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Dynamic trends in online product ratings: A diagnostic utility explanation

机译：在线产品评分的动态趋势：诊断实用程序说明

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摘要

We propose and test an alternative diagnostic utility explanation for trends in customer ratings of products on online reviews/ratings sites. Ratings by prior customers provide key diagnostic information to help prospective customers in their purchase decision. The outcomes of these purchase decisions are reflected in the ratings posted by these later customers. Therefore, rating trends depend on the diagnostic utility of the ratings environment. We suggest that this diagnostic utility is a function of the degree of heterogeneity in the ratings environment and customer diagnostic ability. Using two data sets - from Landsend.com and from Amazon.com, we show a predominant increasing rating trend and support for our diagnostic utility explanation. Ratings show an increasing trend unless heterogeneity in the ratings environment increases and customer diagnostic ability decreases.

机译：我们针对在线评论/评分网站上产品的客户评分趋势提出并测试一种替代的诊断实用程序解释。先前客户的评级提供关键诊断信息，以帮助潜在客户做出购买决定。这些购买决定的结果反映在这些后来客户发布的评级中。因此，评级趋势取决于评级环境的诊断效用。我们建议此诊断实用程序是评级环境和客户诊断能力中异质程度的函数。使用来自Landsend.com和Amazon.com的两个数据集，我们显示了主要的评级趋势增长，并且支持我们的诊断实用程序解释。除非评级环境中的异质性增加并且客户诊断能力下降，否则评级将呈上升趋势。

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来源
《Journal of Business Research》 |2018年第6期|80-89|共10页
作者
Wang Fang; Menon Kalyani; Ranaweera Chatura;
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作者单位

Wilfrid Laurier Univ, Lazaridis Sch Business, 75 Univ Ave West, Waterloo, ON N2L 3C5, Canada;

Wilfrid Laurier Univ, Lazaridis Sch Business, 75 Univ Ave West, Waterloo, ON N2L 3C5, Canada;

Wilfrid Laurier Univ, Lazaridis Sch Business, 75 Univ Ave West, Waterloo, ON N2L 3C5, Canada;

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原文格式 PDF
正文语种 eng
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关键词
Online word of mouth; Product reviews; Rating sequences; Dynamic trends; Diagnostic utility; Customer engagement;

机译：在线口碑;产品评论;评分顺序;动态趋势;诊断实用程序;客户参与度;

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Dynamic trends in online product ratings: A diagnostic utility explanation

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