政治与公共管理学院政治与公共治理讲坛
时间: 2014-10-27  作者: 苏州大学政治与公共管理学院  浏览次数: 1424
                                    政治与公共管理学院政治与公共治理讲坛
biases in online consumer review valence: implications for pricing and social interaction strategies

题目：biases in online consumer review valence: implications for pricing and social interaction strategies
主 讲 人：professor zhan pang (庞湛)
主 持 人：张小洪 教授
时   间：2014年10月27日（星期一） 下午15:20-17:00
地  点：苏州大学政治与公共管理学院606-6403
 

主讲人介绍：
    zhan pang is senior lecturer (associate professor) of management science at lancaster university management school, and adjunct associate professor in norwegian school of economics (nhh). he obtains bs and ms degrees from nanjing university, and phd degree from chinese university of hong kong. before joining lancaster university, he had been working at university of calgary, university of cambridge, and university of toronto as postdoctoral research fellow. his publication appears in leading journals, including operations research, manufacturing and service operations management, production and operations management, etc. his current research interests include big data and business analytics in marketing, operations and risk management, and corporate operational and risk strategy. he also has consulted in the online retailing, pharmaceutical, health service, energy and financial service industries.

摘要：
     this paper studies the impact of biases in online consumer reviews (also known as ewom) on firms. we consider a two-period setting. consumer valuation for a product is uncertain in the first period. early adopters buy and write online reviews in the first period. the remaining consumers' valuations of a product are updated by the ewom valence (average review rating). we consider possible biases in the ewom valence. ewom is positively biased if the valence indicates a higher product quality (or satisfaction) than the average consumer perceived product quality. positive biases may occur when early adopters are fans of a product and are more likely to leave favorable reviews than an average consumer. ewom is negatively biased if the valence indicates a lower product quality (or satisfaction) than the perceived product quality. negative biases may occur when unsatisfied consumers are more likely to leave reviews than satisfied consumers. considering possible biases in ewom, we identify the effects of ewom on a firm. when the bias is positive, ewom increases consumer waiting incentives when perceived quality is low (the increasing-waiting effect) and increases demand when perceived quality is high (the increasing-demand effect). the statements are reserved when the bias is negative (the reduce-waiting effect and the reduce-demand effect). ewom increases pricing uncertainty when perceived quality is medium (the increasing-uncertainty effect). driven by these five effects, we find that ewom hurts a firm's profit when the bias is large, regardless of whether the bias is positive or negative. we also provide the optimal pricing strategy and the optimal ewom intensity level for a firm. interestingly, we find that a firm with a low perceived quality may benefit from encouraging ewom with negative biases, and a firm with a high product perceived quality may benefit from discouraging ewom with positive biases.
 
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