THE ECONOMIC AND BEHAVIORAL CONSEQUENCES OF ONLINE USER REVIEWS

Online user reviews have become an increasingly relevant informational tool during product search and adoption. Recent surveys have shown that consumers trust and rely on online reviews more than they do on website recommendations and experts opinions. As a new way of driving consumer purchasing intentions, online user reviews have therefore come under scrutiny by researchers. The objective of this paper is to offer an overview of the literature regarding the impact of online user reviews on economic indicators (e.g., sales, marketing strategies) and on consumer behavior. Furthermore, following the growing interest of academics and professionals alike on the topic, the present work provides an exploratory analysis of the consequences of online reviews on individual rating behavior – empirical regularities showed that online rating distributions tend to be concentrated on extreme values, possibly because of rating biases. As consumers and firms incorporate the heuristic cues from such distributions into their decision-making processes, biased ratings might lead to suboptimal choices. This overview presents established results (e.g., the impact of volume on product sales) and insights as issues for future research.     

When do retail investors pay attention to their trading platforms?

Buying and selling securities through online trading platforms has become increasingly popular among U.S. households in recent years. This study tracks U.S. households' attention to their online trading platforms using daily data for 2004 to August 2017. The analysis covers the 10 most popular online trading platforms among U.S. investors. The findings indicate that market shocks, captured by several proxies, as well as macroeconomic announcements attract investors' attention to trading platforms. We also document that the ostrich effect weakens when considering greater changes in the VIX. Our findings do not support the avoidance of information theory, but do support the theoretical argument that risk-averse agents engage in more information gathering when uncertainty prevails in hopes of reducing their risks.     

MOOCs in tourism and hospitality: a review

ABSTRACT

Massive Open Online Courses (MOOCs) have grown significantly and globally in less than ten years. However, practices and research in tourism and hospitality MOOCs remain nascent. This study proposes the MOOC Components Framework with six groups of course components: scaffolding, lectures, networking, collaboration, assessment, and affirmation. Drawing on this framework and a case study method, the study analyses 18 tourism and hospitality MOOCs from higher education institutions. The results highlight that: tourism and hospitality MOOC offerings lack diversity; the forum is the preferred communication tool; social media are comparatively underused; the discontinuity of MOOC instructors needs attention; and finally, littless multilingual support is available.     

Is showrooming really so terrible? start understanding showroomers

The customer journey is more omni-channel than ever. In this scenario, so-called showrooming behavior emerges as a growing trend that is usually considered by retailers as a threat. The purpose of this research is to analyze whether showrooming, when compared with online buying behavior in which the customer does not visit the store prior to the purchase, has a positive effect on the price paid online by the customer. The empirical research is based on the database compiled by GfK, which contains detailed information about the shopping journey of 4067 customers who purchased products from different retail sectors. The results, derived from the estimation of several regression models, reveal that showroomers who use their smartphones in store are more likely to purchase products at a higher price, which explains why these customers can be of special interest to retailers.     

Employing structural topic modelling to explore perceived service quality attributes in Airbnb accommodation

This study employs the structural topic model to extract service quality attributes from 242,020 Airbnb reviews in Malaysia. 22 service related topics were extracted from the corpus and four topics have not appeared in previous Airbnb studies. A widely used modified SERVQUAL questionnaire (MSQ) is cross-validated in this study by comparing its service quality attributes with the results of the topic modelling, which indicates that this MSQ can cover general Airbnb service quality attributes. This study also examines the different preferences of Malaysian and international Airbnb users and the changing patterns of the top six service quality attributes during a five-year period. The findings reveal that Malaysian Airbnb users care more about the appearance and location of the property, and international Airbnb users pay more attention to whether the property can accommodate a group of people. In addition, communication with the host is found to play an increasingly important role in Airbnb users’ lodging experiences.     

The signaling effects of education in the online lending market: Evidence from China

In this study, we use data from an online lending platform named Xinxindai in China to empirically study the signaling effects of education for the default risk of borrowers. Three dependent variables are created, namely, the probability of default, overdue payments and overdue amount, and probit models, count models and Tobit models are employed correspondingly. The number of universities in the “211 Project” of China at the city level is employed as the instrumental variable. The empirical evidence shows that education generally plays a strong signaling role in the identification of borrowers’ default risk in China. The negative marginal effect of education declines as borrowing times increase and as the marketization of regions deepens. This study helps to fill an important gap in the existing literature. Platforms and lenders can use educational level for reference in identifying the default risk of borrowers.     

Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors

This study draws on customer-dominant logic and self-expansion theory to examine the drivers of customer engagement behaviors in the context of emerging online interest communities. The engagement behaviors seen in online communities are operationalized into four types: augmenting, co-developing, influencing, and mobilizing. Goal pursuit (gratifying-the-self, enabling-the-self, and enriching-the-self) and emotional attachment to the community are found to be the key antecedent factors of these behaviors. The attainment of gratifying-the-self has a direct influence on these behaviors, whereas the attainment of enabling-the-self and enriching-the-self influences them via emotional attachment to the community.     

私家车从事网约车运营保险争议分析及应对

私家车辆从事网约车载客行为而引起了大量纠纷,结合法院判决和其中事实判断涉及诸多争议。私家车“变脸”网约车进行载客不一定都使得危险显著增加,有些只是兼职网约车司机,风险程度不符合危险显著增加的三个特性,重要性、持续性和未曾估价性。网约车载客与交通事故发生不是必然的因果关系,只是路线不确定和行驶频率增加造成事故风险增加,让保险公司承担全部责任显然违反合同和不符合法律规定,但保险公司直接拒赔商业险也有违对价平衡原则,显失公允。而采用比例原则较为合理,对于网约车这一新兴事物,相关的法律应该既是规制法也是促进法。横向考察域外有较为成熟的网约车保险,UBI车险可以考虑引入,将“人”的因素引入车险定价,具体而言,将考虑事故发生时被保险车辆的状态,以确定保险公司是否承担赔偿责任。     

Online Purchase Paths and Conversion Dynamics across Multiple Websites

Low transportation costs online allow shoppers to visit multiple e-commerce sites for a purchase decision. This research investigates online shoppers’ visit and purchase behaviors across competing websites. To consider that shoppers’ longitudinal cross-site visit data may consist of several unobserved shopping episodes, we propose a modeling approach to probabilistically clustering and relating online visits to latent shopping episodes, based on the temporal patterns of the visit events. The inferences are then used to examine shoppers’ visit-to-purchase behavior across websites. Using Internet clickstream data on individual-level browsing and transaction records at major air travel sites, we find that online shoppers’ cross-site visit patterns tend to be clustered and the purchase propensity is significantly higher at later visits within a visit cluster, compared to earlier visits. As our results suggest the possibility that visit clusters can serve as a reasonable proxy for shopping episodes, we look further into shoppers’ website choice and purchase behaviors within a cluster. We discuss how the cluster-based analysis can help managers tailor online marketing and advertising strategies based on shoppers’ cross-site visit and purchase patterns.     

Impact of customers' assessment of website attributes on e-relationship in the securities brokerage industry: A multichannel perspective

The paper focuses on the comparison between pure e-retailers and multichannel retailers' customers and how they differ in their evaluations of functional and relational attributes of the website, as well as how these attributes impact online relationships. An online survey among online securities investors was conducted. Subjects were self-selected from blogs and forums dedicated to personal finance. A total of 326 questionnaires formed the final sample of this study. By using a series of univariate analyses of variance, structural equation modeling, and multi-group analysis, this research empirically demonstrates that the e-service quality evaluation and determinants of online relationship are different in multichannel contexts versus pure online ones. Results show that customers of multichannel retailers are not more loyal than those of pure online retailers. However, multichannel retailers exceed pure online retailers at achieving a higher level of online trust and a higher assessment of website features. The paper concludes with managerial implications that may be useful in multichannel retailing.