Effects of membership tier on user content generation behaviors: evidence from online reviews

被引：28
作者：
Fu, Dongpu [1 ]
Hong, Yili [2 ]
Wang, Kanliang [3 ]
Fan, Weiguo [4 ]
机构：
[1] Capital Univ Econ & Business, Sch Informat, 121 Zhangjialukou, Beijing 100070, Peoples R China
[2] Arizona State Univ, WP Carey Sch Business, Dept Informat Syst, Main Campus,POB 874606, Tempe, AZ 85287 USA
[3] Renmin Univ China, Sch Business, Dept Management Sci & Engn, 59 Zhongguancun St, Beijing 100872, Peoples R China
[4] Virginia Polytech Inst & State Univ, Dept Accounting & Informat Syst, Pamplin Coll Business, Pamplin Hall,Suite 3007, Blacksburg, VA 24061 USA
来源：
ELECTRONIC COMMERCE RESEARCH | 2018年 / 18卷 / 03期
基金：
中国国家自然科学基金;
关键词：
User content generation; Online reviews; Membership tier; Status; WORD-OF-MOUTH; LOYALTY PROGRAM MEMBERSHIP; EMPIRICAL-EXAMINATION; CUSTOMER LOYALTY; PRODUCT REVIEWS; INFORMATION; EXPERIENCE; SALES; DIAGNOSTICITY; COMMUNICATION;
D O I：
10.1007/s10660-017-9266-7
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Online shopping websites typically classify customers into different membership tiers in their customer relationship management systems. This study investigates the effects of membership tiers on user content generation behaviors in the context of an electronic commerce marketplace that has a membership tier program and an online review system. Grounded in theories related to status, our study hypothesizes the effects of membership tiers on user content generation behaviors as well as the helpfulness of the content they generated in the context of online reviews. We collected online data from a world-leading shopping website. The results from our empirical analyses indicate that membership tier has a positive effect on review rating and review delay, whereas it has a negative effect on review depth. Additionally, we tested mediation effects of review rating, depth and delay between membership tiers and review helpfulness, and found that membership tier negatively affected review helpfulness indirectly. Interestingly, reviews posted by high-status customers are perceived as more helpful than those of others when we controlled for review characteristics. This study contributes to research on online product reviews and customer relationship management.
引用
收藏
页码：457 / 483
页数：27
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