題目：On Self-Selection Biases In Online Product Reviews
主講人：張潔 副教授（德州大學阿靈頓分校）
時間：2017年7月6日（周四）上午10點
地點：主樓418
內(nèi)容介紹：
Online product reviews help consumers infer product quality, and the mean (average) rating is often used as a proxy for product quality. However, two self-selection biases, acquisition bias (mostly consumers with a favorable predisposition acquire a product and hence write a product review) and underreporting bias (consumers with extreme, either positive or negative, ratings are more likely to write reviews than consumers with moderate product ratings), render the mean rating a biased estimator of product quality, and they result in the well-known J-shaped (positively skewed, asymmetric, bimodal) distribution of online product reviews. To better understand the nature and consequences of these two self-selection biases, we analytically model and empirically investigate how these two biases originate from consumers’ purchasing and reviewing decisions, how these decisions shape the distribution of online product reviews over time, and how they affect the firm’s product pricing strategy. Our empirical results reveal that consumers do realize both self-selection biases and attempt to correct for them by using other distributional parameters of online reviews, besides the mean rating. However, consumers cannot fully account for these two self-selection biases because of bounded rationality. We also find that firms can strategically respond to these self-selection biases by adjusting their prices. This paper has implications for consumers to leverage online product reviews to infer true product quality, for commercial websites to improve the design of their online product review systems, and for product manufacturers to predict the success of their products.
主講人簡介：
美國羅切斯特大學（University of Rochester）西蒙工商偉德國際1946bv官網(wǎng)碩士和博士，現(xiàn)為德州大學阿靈頓分校（The University of Texas at Arlington）工商偉德國際1946bv官網(wǎng)副教授。主要研究領(lǐng)域包括渠道管理, 信息產(chǎn)品, 電子商務, 和社交媒體等。先后獲得德州大學阿靈頓分校工商偉德國際1946bv官網(wǎng)杰出研究成果獎、托萊多大學工商偉德國際1946bv官網(wǎng)杰出研究論文獎、夏威夷系統(tǒng)科學國際會議(HICCS)最佳論文獎等獎勵。研究成果發(fā)表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Journal of Economics and Management Strategies, Communications of the ACM, Decision Support System等國際頂級或權(quán)威學術(shù)期刊。
（承辦：管理工程系，科研與學術(shù)交流中心）
