Online Product Opinions: Incidence, Evaluation, and Evolution

Whereas recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual's decision to contribute these opinions. In this research, we empirically model the individual's decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted ratings may affect an individual's posting behavior in terms of whether to contribute (incidence) and what to contribute (evaluation), and we identify selection effects that influence the incidence decision and adjustment effects that influence the evaluation decision. Across individuals, our results show that…

• MS
  Marketing Science Institute