ABSTRACT

The fast growth in online word of mouth (online WOM) reviews has witnessed their wide applications in assisting customers in their purchases. While many positive factors about these reviews have been identified, biases may result from reviewers’ self-selection behavior. To examine whether online WOM ratings reflect authentic customer purchase feelings, this study focuses on the relation between customer dissatisfaction and negative reviews. First, the reviews are fine grained into feature-opinion pairs, after which three explanatory variables are designed to represent the individual, collective, and comprehensive (individual and collective) complaints, with the online rating being considered as the explained variable. Finally, a simple linear regression model is built to determine the relation between customer dissatisfaction (represented by discounting marks of ratings) and negative reviews. Our analysis finds that personal complaints have a positive effect on rating and the most frequent customer complaints have no significant effect on customer ratings.

摘要

在线口碑（在线 WOM）评论的快速增长见证了它们在帮助客户购买方面的广泛应用。虽然已经确定了许多关于这些评论的积极因素，但评论者的自我选择行为可能会导致偏见。为了检验在线 WOM 评级是否反映真实的客户购买感受，本研究侧重于客户不满意与负面评论之间的关系。首先，将评论细化为特征-意见对，然后设计三个解释变量来表示个人、集体和综合（个人和集体）投诉，将在线评分视为被解释变量。最后，建立了一个简单的线性回归模型来确定客户不满意（以打折分数表示）和负面评论之间的关系。我们的分析发现，个人投诉对评分有积极影响，最频繁的客户投诉对客户评分没有显着影响。