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论文简介
武汉纺织大学管理学院丁校洁博士在UTD24之一的管理学顶级学术期刊《Management Science》上发表题为“The Pitfalls of Review Solicitation: Evidence from a Natural Experiment on TripAdvisor”的高水平研究论文。《Management Science》是UTD24列表中管理科学类排名第一的期刊，被誉为管理学领域的Science，享有极高的声誉。该论文是丁校洁博士在其国内导师武汉大学高宝俊教授和境外导师Jing Wang副教授的指导下参与完成的重要研究成果。
作者简介
丁校洁，博士毕业于武汉大学经济与管理学院，2023年加入武汉纺织大学管理学院，从事用户在线行为分析、在线评论等方面的研究，在Mangement Science、Decision Support Systems、Journal of Travel & Tourism Marketing等重要学术期刊上发表多篇论文。
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论文概述
摘要：
This study examines the effect of firms’ participation in platform-endorsed review solicitation programs on consumers’ online review generation. We leverage a natural experiment on TripAdvisor, which launched a review solicitation program that allows hotels to collect reviews directly from guests after their stays with the aid of certified connectivity partners. Applying a two-stage difference-in-differences approach to a panel data set of online reviews for a matched set of hotels across TripAdvisor and Expedia, we find that hotels’ participation in the review solicitation program results in a 34.3% increase in review volume, a 0.151 increase in review rating, but a 16.9% decrease in review length. Review solicitation, however, generates a notable negative spillover effect on the volume of organic reviews. Specifically, the volume of organic reviews is reduced by 15.5% after hotels start soliciting reviews. We provide evidence that the motivational crowding-out effect plays an important role in driving this negative spillover. Further analyses reveal that the effects of review solicitation are heterogeneous with respect to hotels of different types and consumers with different demographic and behavioral characteristics. Finally, using a novel structural topic model, we detect a significant shift in review content from specific and concrete topics to general and abstract topics. Our findings suggest that review platforms and firms should be cautious about the unintended negative consequences of review solicitation on consumers’ review generation.
论文核心内容介绍：
近年来，全球领先的旅游平台——TripAdvisor推出一项自然实验：评论征集计划，该计划允许酒店在经过认证的合作伙伴的帮助下，在客人消费后直接从客人那里收集评论。本研究针对此计划，采用两阶段双重差分方法估计得出酒店参与评论征集计划导致评论数量增加、评分增加但是评论长度减少。结果进一步揭示了评论征集对有机评论的数量产生了显著的负面溢出效应，并且提供了证据表明动机性挤出效应在推动负面溢出效应方面发挥了重要作用。此外，文章从评论者、酒店层面拓展分析，评论征集对不同类型的酒店和不同特征的评论者的影响是异质的。最后，文章使用了结构主题模型对评论内容的主题分布变化进行了分析。该论文揭示了评论征集计划的双刃剑效应，表明平台和企业应该谨慎地对待评论征集计划对消费者评论生成的负面影响。
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