伟德国际19462018年学术交流系列报告会之十二

题目：Motivating Online Reviewers through Social Influences: A Dynamic State Space Model 

时间：2018年6月11日（周一） 上午10：30

地点：伟德国际1946学术报告厅（南校区信远楼2区327）

报告人：Wenqi Shen

报告人简介：

Wenqi Shen is an Assistant Professor at the department of Business Information Technology at Virginia Tech. She received her Ph.D. in Management Information Systems from Krannert School of Management at Purdue University. Her research interests include online virtual community, social media and social dynamics, user generated content, the economics of information technologies, and firm information security.  Her research has been published in journals such as Management Information Systems Quarterly, Journal of the Association for Information Systems, Expert Systems with Applications, etc. Prior to joining Virginia Tech, she has been appointed at Miami University and Purdue University where she taught both core and advanced business information technology courses. She has received two Krannert Dean’s Certificate for Outstanding Teaching Awards for her excellence in teaching. She has also worked in the area of payment data security where she provided leadership to payment system security assessment, system remediation efforts, and compliance validation.

报告标题：

“Motivating Online Reviewers through Social Influences: A Dynamic State Space Model”

报告摘要：

This study examines the social incentives for online reviewers to write new reviews.  Drawn upon theories in behavioral science and social psychology we propose two important social influences, social feedback and changes in reputation for online reviewers’ voluntary contributions. We develop a dynamic state space model to quantify the effects from social influences on reviewers’ review motivations and thus their dynamic decisions on whether to write a review.  We find that reviewers respond actively to the changes in social influences.  Interestingly, both positive and negative feedback increase reviewer’s motivation to review and thus increase the propensity for a reviewer to write a new review. Contrary to Deci’s cognitive evaluation theory, receiving negative feedback could have a stronger impact than receiving positive feedback or no social influences in motivating reviewers, especially for experienced reviewers or reviewers who disclose real name identity.  In addition, either increase or decrease in reputation positively affects reviewer’s review motivation and thus increases reviewer’s probability to contribute. Using the estimated model, we find that not providing social feedback or ranking system on a review site could reduce reviewers review propensity by 16.33% and 25.74% respectively for experienced reviewers. We discuss various implications for user motivations, review site designs and strategies.