The Value of Multidimensional Rating Systems: Evidence from a Natural Experiment and Randomized Experiments
| العنوان: | The Value of Multidimensional Rating Systems: Evidence from a Natural Experiment and Randomized Experiments |
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| المؤلفون: | Yili Hong, Pei-Yu Chen, Ying Liu |
| المصدر: | Management Science. 64:4629-4647 |
| بيانات النشر: | Institute for Operations Research and the Management Sciences (INFORMS), 2018. |
| سنة النشر: | 2018 |
| مصطلحات موضوعية: | Natural experiment, Randomized experiment, Computer science, Strategy and Management, media_common.quotation_subject, 05 social sciences, 02 engineering and technology, Management Science and Operations Research, Difference in differences, Identification (information), Rating scale, 020204 information systems, 0502 economics and business, 0202 electrical engineering, electronic engineering, information engineering, Econometrics, 050211 marketing, Observational study, Quality (business), Product (category theory), Marketing, media_common |
| الوصف: | Online product ratings offer information on product quality. Scholars have recently proposed the potential of designing multidimensional rating systems to better convey information on multiple dimensions of products. This study investigates whether and how multidimensional rating systems affect consumer satisfaction (measured by product ratings), based on both observational data and two randomized experiments. Our identification strategy of the observational study hinges on a natural experiment on TripAdvisor when the website started to allow consumers to rate multiple dimensions of the restaurants, as opposed to only providing an overall rating, in January 2009. We further obtain rating data on the same set of restaurants from Yelp, which controls for the unobserved restaurant quality over time and allows us to identify the causal effect using a difference-in-differences approach. Results from the econometric analyses show that ratings in a single-dimensional rating system have a downward trend and a higher dispersion, whereas ratings in a multidimensional rating system are significantly higher and convergent. Findings from two randomized experiments suggest that the multidimensional rating system helps consumers find products that better fit their preferences and increases the confidence of their choices. We also show that the observed results cannot be explained by the priming effect due to rating system interface or a list of other alternative explanations. The combined evidence from the natural experiment and randomized experiments support the view that the multidimensional rating system enhances rating informativeness and provide implications for designing online rating systems that help consumers match their preferences with product attributes. Data and the online appendix are available at https://doi.org/10.1287/mnsc.2017.2852 . This paper was accepted by Anandhi Bharadwaj, information systems. |
| تدمد: | 1526-5501 0025-1909 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::21d260579a1215cb5399f75bdecc9a9a https://doi.org/10.1287/mnsc.2017.2852 |
| رقم الأكسشن: | edsair.doi...........21d260579a1215cb5399f75bdecc9a9a |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 15265501 00251909 |
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