The Double-Edged Sword of Expert Reviewer Programs: The Effects of Offering Expert Reviewer Status on Review Generation

Jingchuan Pu, Sang Han, Young Kwark, Bin Gu, Qiang Ye

Research output: Contribution to conferencePaper

Abstract

As online reviews play an increasingly influential role in consumer decisions in e-commerce, large online retailers such as Amazon recently launched expert reviewer programs to supply high-quality reviews by selected experts. While prior studies examined the impact of online reviews written by experts on the product’s sales performance, our study investigates the effects of soliciting users to join expert reviewer programs and offering free products on their review generation processes and outcomes. Contrary to the common wisdom, our results reveal that, after reviewers participate in expert reviewer programs, they generate longer reviews but offer lower ratings for sponsored free products. However, they produce more reviews and higher ratings for non-sponsored regular products. Additional analyses offer theoretical underpinnings for the asymmetric effects of expert reviewer programs.

Original languageEnglish (US)
StatePublished - Jan 1 2018
Event38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017 - Seoul, Korea, Republic of
Duration: Dec 10 2017Dec 13 2017

Other

Other38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017
CountryKorea, Republic of
CitySeoul
Period12/10/1712/13/17

Keywords

  • Expert reviewer programs
  • Free products
  • Online review generation
  • Online reviews
  • Reviewer status

ASJC Scopus subject areas

  • Computer Science Applications
  • Information Systems

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  • Cite this

    Pu, J., Han, S., Kwark, Y., Gu, B., & Ye, Q. (2018). The Double-Edged Sword of Expert Reviewer Programs: The Effects of Offering Expert Reviewer Status on Review Generation. Paper presented at 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017, Seoul, Korea, Republic of.