As customers’ consumption is increasingly dominated by technology-driven systems, online self-verification becomes an important aspect of customers’ online purchasing behavior and plays a significant role in shaping social interactions in the online community. Across two studies, we examine whether online self-verification with an identity versus without an identity will lead to the different quality of online reviews. Study 1 used topic modeling with actual data stripped from Facebook and TripAdvisor customer online review sites and showed no difference between customer reviews underpinned with an identity or without. Likewise, Study 2 used an experimental design and found no significant difference between customer reviews with or without an identity. However, significant mediation effects of social ties and social capital were found when measuring the relationship between online self-verification and customer reviews. The findings build on the literature of user-generated online reviews and have important implications for academics and hospitality practitioners.

随着客户的消费越来越受到技术驱动系统的支配，在线自我验证已成为客户在线购买行为的重要方面，并在塑造在线社区中的社交互动中发挥了重要作用。在两项研究中，我们研究了带有身份的在线自我验证与没有身份的在线自我验证是否会导致在线评论的质量不同。研究1使用主题建模，并从Facebook和TripAdvisor的客户在线评论网站上剥离了实际数据，并显示在带有或不带有身份的客户评论之间没有差异。同样，研究2使用实验设计，发现有或没有身份的顾客评论之间没有显着差异。然而，在衡量在线自我验证与客户评论之间的关系时，发现社会纽带和社会资本具有显着的中介作用。这些发现建立在用户生成的在线评论的文献上，对学术界和酒店业从业者具有重要意义。