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Abstract Details
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Activity Number:
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145
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Type:
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Invited
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Date/Time:
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Monday, August 1, 2011 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #300065 |
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Title:
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Online Product Opinions: Incidence, Evaluation, and Evolution
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Author(s):
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Wendy Moe*+ and David A. Schweidel
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Companies:
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University of Maryland and University of Wisconsin at Madison
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Address:
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3469 Van Munching Hall, College Park, MD, 20742, U.S.A.
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Keywords:
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Social Media ;
Online Opinion ;
Social Dynamics ;
Ordered Probit ;
Product Ratings
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Abstract:
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In this research, we empirically model the individual's decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted opinions in a ratings environment may affect a subsequent individual's posting behavior, both in terms of whether to contribute (incidence) and what to contribute (evaluation), and identify selection effects that influence the incidence decision and adjustment effects that influence the evaluation decision. Our results indicate that individuals vary in their underlying behavior and their reactions to the product ratings previously posted. We also show that posted product opinions can be affected substantially by the composition of the underlying customer base and find that products with polarized customer bases may receive product ratings that evolve in a similar fashion to those with primarily negative customers as a result of the dynamics exhibited by a core group of active customers.
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