演讲题目：A Change-Point Model of Online Rating Dynamics

演讲嘉宾：Yue Wang ,  National University of Singapore Business School

演讲时间：10月20日（周二）上午9:00-11:00

演讲地点：嘉庚一（保欣丽英楼）409室

主持人：谭群  助理教授

 

摘要：

Consumers constantly communicate opinions about their product usage experiences in online platforms, usually in the form of product ratings and reviews. Whereas researchers have recently demonstrated the impact of such online opinions on product sales and have started to investigate the underlying drivers that affect an individual’s decision to contribute these opinions (i.e., when to contribute, and what to contribute), little attention has been paid to the behavioral changes of the individuals over time, which ultimately shapes the opinion dynamics in online market places. A reviewer new to an online platform can differ from herself some time later on the same online platform in the posting behaviors, which are usually reflected by her reactions to the previously posted ratings. We develop a dynamic change-point model to account for the behavioral changes of an individual reviewer across different product rating occasions, controlling for the behavioral differences across all the reviewers. Applying the model to our empirical setting of online movie ratings, we uncover two different states a reviewer may reside in her tenure: the naive state and the sophisticated state. Reviewers in the two states are affected by the rating environment in substantively different ways, and they may evolve from the naive state to the sophisticated state over time. Through simulations, we demonstrate that ignoring the behavioral changes of the reviewers over time will lead to misunderstanding of the dynamics of consumer ratings, which may systematically misguide firms’ marketing strategies with their consumers.

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