期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 67, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2022.102995
关键词
Online reviews; Rating bias; Social status; Social conformity
类别
This study investigates the impact of customer status in hierarchical loyalty programs on the valence of online reviews. The results show that a customer's need for status leads to a negative rating bias, while the need for social conformity can alleviate such bias.
Online shopping platforms have gradually begun to use hierarchical loyalty programs to distinguish customers. Previous studies have focused mainly on the effect of such programs on loyalty and repurchase behavior, and little is known about how customer statuses in hierarchical loyalty programs affect their online product evaluations. Drawing on social status and social conformity theory, this study investigates the impact of customer status on the valence of online reviews. An instrumental variable is proposed to address the endogeneity issue. The results show that a customer's need for status leads to a negative rating bias when leaving online reviews. At the same time, people encounter social pressure from crowds. The need for social conformity can alleviate such rating bias. This study contributes to the understanding of the effect of social status on post-purchase behavior and provides practical implications for both managers and platforms.
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