We explore the effect of launching mobile channels on online customer reviews. We show that the launch of mobile channels does not significantly influence online review generation, contrary to the general expectation that the accessibility of mobile channels stimulates online review generation intention. Using a Difference-In-Difference (DID) approach to analyzing review data from online travel websites, we find that the launch of a mobile channel does not affect the volume and the average rating of the generated reviews. However, we discover that reviewers with extreme experiences tend to use mobile devices to post their online reviews, providing evidence that the new channel introduction influences only the device chosen to post online reviews. Based on our findings, we extend extant literature and research on electronic Word of Mouth (eWOM) and develop business implications for online review platform managers on a mobile channel strategy that could improve business value.

我们探讨了启动移动渠道对在线客户评论的影响。我们表明，移动渠道的推出不会显着影响在线评论的生成，这与移动渠道的可访问性刺激在线评论生成意愿的普遍预期相反。使用Difference-In-Difference（DID）方法分析来自在线旅游网站的评论数据，我们发现移动渠道的启动不会影响生成评论的数量和平均评分。然而，我们发现具有极端体验的评论者倾向于使用移动设备发布他们的在线评论，这证明新渠道的引入仅影响选择发布在线评论的设备。根据我们的发现，