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首页> 外文期刊>International Journal of Electronic Commerce >Polluted Online Reviews: The Effect of Air Pollution on Reviewer Behavior
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Polluted Online Reviews: The Effect of Air Pollution on Reviewer Behavior

机译：污染在线评论：空气污染对审核行为的影响

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摘要

Studying how weather conditions might relate to customer ratings and reviews represents a research lacuna, even though anecdotal evidence suggests that weather is likely to influence the reviewer behavior. Building on affect theories, the present research combines two complementary methodologies to investigate whether and how the levels of air quality influence customers' online numeric ratings and review-writing behaviors. The results of econometric analysis based on a large-scale daily review data set obtained from a restaurant review site reveal that customers are more prone to provide relatively lower numeric ratings when they are exposed to a high-pollution environment. Also, the customers are reluctant to expend time and effort in writing detailed and vivid reviews on high air pollution days. The subsequent randomized controlled experiment further confirms the causal effect of psychologically experiencing an air pollution situation on decreased rating scores by showing that the feelings of anxiety and psychological aggressiveness serially mediate the effect. This study is the first to empirically establish the link between air quality and review bias, and the findings suggest that merchants should integrate air quality information into their online review management strategies and provide incentives to stimulate reviewers to write high-quality reviews on high air pollution days.
机译：研究如何与客户评级有关的天气条件和评论代表了一个研究Latuna，尽管轶事证据表明天气可能会影响审核行为。建立影响理论，本研究结合了两个互补方法来调查空气质量水平是否以及如何影响客户的在线数字评级和审查写作行为。基于从餐馆审查网站获得的大规模日常审查数据集的计量计量分析结果显示，当客户暴露于高污染环境时，客户更容易提供相对较低的数字额定值。此外，客户不愿花费时间和努力在写作高空气污染日的详细和生动评论中。随后的随机控制实验进一步证实了心理上经历气息状况的因果效应，通过表现出焦虑和心理侵略性串联介导效果的影响。本研究是第一个经验地建立空气质量和审查偏见之间的联系，结果表明，商家应将空气质量信息整合到他们的在线审查管理策略中，并提供激励审查人员在高空气污染上写高质量评价的激励措施天。

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