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Evaluation Inflation in Online Reviews /

Zeng, Ying,

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Evaluation Inflation in Online Reviews /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Evaluation Inflation in Online Reviews // Ying Zeng.
Author:	Zeng, Ying,
Description:	1 electronic resource (92 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-05, Section: B.
Contained By:	Dissertations Abstracts International86-05B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30995297
ISBN:	9798342740784

Evaluation Inflation in Online Reviews /
Zeng, Ying,

Evaluation Inflation in Online Reviews /Ying Zeng. - 1 electronic resource (92 pages)

Source: Dissertations Abstracts International, Volume: 86-05, Section: B.

How reliable are online ratings? This thesis examines whether and why online ratings are inconsistent across websites.The first essay (Chapter 2) identifies a key predictor of consumer reviews: perceived website main functions. Specifically, I distinguish between transaction sites (websites primarily selling products, e.g., Amazon) and communication sites (websites primarily facilitating information exchange, e.g., Goodreads), finding that merely changing the perceived main function of a website can alter consumer ratings for the exact same product. I first validate the transaction-communication distinction in describing real-world platforms that offer consumer reviews with a large-scale pretest. Then, across five studies, including secondary data analysis, lab, and online experiments, I document the existence of an evaluation inflation phenomenon: for the same product, the average rating and proportion of five stars are higher on transaction sites compared to communication sites or a control group (making no mention of platform). This effect persists among various product categories, real-world platforms, manipulations of website main functions, and whether the evaluated products were provided by the experimenter or actually purchased by the consumers.The second essay (Chapter 3) proposed and tested a multi-driver social influence (compliance) account explaining the evaluation inflation phenomenon. Across two pretests and six studies, I show that consumers perceive a higher expectation to give five stars on transaction sites, and comply with this expectation by boosting their ratings. This perceived expectation comes from two major sources: the expectation of sellers and the perceived consensus of other consumers. Following this theory, I also develop and prove three simple intervention strategies that effectively mitigate evaluation inflation.

English

ISBN: 9798342740784Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Online ratings

Evaluation Inflation in Online Reviews /
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500 $a Source: Dissertations Abstracts International, Volume: 86-05, Section: B.
500 $a Advisors: Tsai, Claire Committee members: Goldfarb, Avi; Aggarwal, Pankaj.
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520 $a How reliable are online ratings? This thesis examines whether and why online ratings are inconsistent across websites.The first essay (Chapter 2) identifies a key predictor of consumer reviews: perceived website main functions. Specifically, I distinguish between transaction sites (websites primarily selling products, e.g., Amazon) and communication sites (websites primarily facilitating information exchange, e.g., Goodreads), finding that merely changing the perceived main function of a website can alter consumer ratings for the exact same product. I first validate the transaction-communication distinction in describing real-world platforms that offer consumer reviews with a large-scale pretest. Then, across five studies, including secondary data analysis, lab, and online experiments, I document the existence of an evaluation inflation phenomenon: for the same product, the average rating and proportion of five stars are higher on transaction sites compared to communication sites or a control group (making no mention of platform). This effect persists among various product categories, real-world platforms, manipulations of website main functions, and whether the evaluated products were provided by the experimenter or actually purchased by the consumers.The second essay (Chapter 3) proposed and tested a multi-driver social influence (compliance) account explaining the evaluation inflation phenomenon. Across two pretests and six studies, I show that consumers perceive a higher expectation to give five stars on transaction sites, and comply with this expectation by boosting their ratings. This perceived expectation comes from two major sources: the expectation of sellers and the perceived consensus of other consumers. Following this theory, I also develop and prove three simple intervention strategies that effectively mitigate evaluation inflation.
546 $a English
590 $a School code: 0779
650 4 $a Home economics. $3 551902
650 4 $a Web studies. $3 2122754
650 4 $a Social psychology. $3 520219
653 $a Online ratings
653 $a Inflation
653 $a Websites
653 $a Consumer reviews
653 $a Social influence
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690 $a 0646
690 $a 0451
690 $a 0386
710 2 $a University of Toronto (Canada). $b Management. $e degree granting institution. $3 3816221
720 1 $a Tsai, Claire $e degree supervisor.
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