Abstract
ABSTRACT: As online reviews, ratings, and helpful votes in e-commerce platforms become industry-centric, this study examines how virtual badges affect the online behavior of reviewers and readers based on status-seeking theory in an online environment. This study finds that online readers prefer reviews with low ratings to those with high ratings; however, reviewers with high-level badges tend to post moderate ratings and avoid extreme ratings. Casting doubt on the efficiency of current online incentive systems, user-generated content websites may establish a qualitative index to measure the quality of customer reviews from a long-term perspective to encourage reviewers to continue creating high-quality contents.
| Original language | English |
|---|---|
| Pages (from-to) | 440-452 |
| Number of pages | 13 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 33 |
| Issue number | 4 |
| DOIs | |
| State | Published - 3 May 2016 |
| Externally published | Yes |
Keywords
- Experience
- motivation
- online badges
- reputation
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