A product can receive Electronic Word-of-Mouth (eWOM), e.g., user reviews, at both retail and review platforms, with considerable variance in volume and valence. We define such eWOM variation across platforms as the platform concentration of eWOM. A lower platform concentration is measured by a higher level of volume equality and valence equality, i.e., a more comparable number of user reviews and more consistent average ratings among multiple platforms, respectively. Results from multiple models over software data from retail and review platforms shows that volume equality and valence equality positively interact to affect online users’ product adoption decisions.

产品可以在零售和评论平台上接收电子口碑 (eWOM)，例如用户评论，在数量和价数上有相当大的差异。我们将这种跨平台的 eWOM 变化定义为 eWOM 的平台集中度。较低的平台集中度由较高水平的数量相等性和效价相等性来衡量，即分别在多个平台之间具有更可比的用户评论数量和更一致的平均评分。来自零售和评论平台的软件数据的多个模型的结果表明，数量平等和效价平等积极相互作用，以影响在线用户的产品采用决策。