ABSTRACT This study investigates how the characteristics of mobile devices influence consumer review-posting behavior. We propose that the characteristics of mobile devices affect a consumer’s perceived review-posting cost in terms of time and cognitive effort. Our empirical analysis, using field data from Booking.com, shows that the relative ratio of extremely positive and negative reviews via mobile devices is significantly higher than those through nonmobile devices. Of interest, the increased ratio of extremely negative reviews is smaller than that of extremely positive reviews. Our subsequent analyses, using three experimental studies, reveal that our empirical findings can be explained by the changes in perceived review-posting cost via mobile devices. This study provides theoretical implications by demonstrating how the development of mobile technology influences the review rating extremity and revealing its underlying mechanism, which is perceived as the review-posting cost. Our findings also provide useful managerial insights for e-commerce companies in terms of building an effective strategy to encourage consumers to post reviews based on changes in consumers’ perceived review-posting costs.

中文翻译：

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移动和非移动评论的差异：感知成本在评论发布中的作用

摘要 本研究调查了移动设备的特性如何影响消费者评论发布行为。我们提出，移动设备的特性会影响消费者在时间和认知努力方面的感知评论发布成本。我们使用 Booking.com 的现场数据进行的实证分析表明，通过移动设备获得的极度正面和负面评论的相对比例明显高于通过非移动设备进行的评论。有趣的是，极端负面评论的增加比例小于极端正面评论的比例。我们随后使用三项实验研究进行的分析表明，我们的实证结果可以通过移动设备感知评论发布成本的变化来解释。本研究通过展示移动技术的发展如何影响评论评级极端并揭示其潜在机制（被视为评论发布成本）提供了理论意义。我们的研究结果还为电子商务公司提供了有用的管理见解，可以根据消费者感知评论发布成本的变化制定有效的策略来鼓励消费者发布评论。