李文立

个人信息Personal Information

教授

博士生导师

硕士生导师

性别:男

毕业院校:大连理工大学

学位:博士

所在单位:信息管理与信息系统研究所

学科:管理科学与工程

办公地点:管理与经济学部D501

电子邮箱:wlli@dlut.edu.cn

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Who should pay for online reviews? Design of an online user feedback mechanism

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论文类型:期刊论文

发表时间:2017-05-01

发表刊物:ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS

收录刊物:SCIE、EI、SSCI

卷号:23

页面范围:38-44

ISSN号:1567-4223

关键字:User feedback mechanism; Reputation system; Online review; Two-sided market

摘要:Online reputation systems provide consumers important references before their purchase decisions. So designing a mechanism to encourage consumers to leave honest online reviews becomes very important for e-commerce platforms. We establish a Bayesian model to simulate the formation of consumers' perceptions of sellers' reputations in a C2C e-commerce platform. We find that both truthfulness of reviews and number of reviews influence consumers' perceptions of sellers' reputation, and they are mutually substitutable. Consumers may have no faith in the truthfulness of the reviews if sellers offer rebates for more online reviews. To obtain honest reputation information, the platform should encourage consumers to provide honest opinions about experiences and feelings consistent with of social-exchange theory. In addition, to obtain a certain level of perceived reputation, the system does not need all consumers to submit their opinions. We also provide upper and lower bounds for rebates offered by the platform. (C) 2017 Elsevier B.V. All rights reserved.