Research seminar: 'From evolution of online reviewers: A social learning perspective'
09 October 2017
Associate Professor of Information Systems, Dr Arvind Tripathi, from the University of Auckland Business School, will present a research seminar this Thursday about online reviews and eWOM.
Electronic word-of-mouth (eWOM) and online reviews have attracted much attention in recent years, generating academic research into the motivations, production, consumption and value of online reviews.
Online review communities thrive on volunteer contributions of members, says Dr Tripathi, but we are yet to understand how members change their reviewing behavior by being part of these communities.
It is not clear how reviewers learn and gain experience in their journey from a novice to an expert reviewer by contributing to these review communities.
Using real-world data from an online review community, A/Prof Tripathi applied the lens of social theory of learning to investigate if reviewers learned or changed the way they evaluated products/services over time as they became a part of these review communities.
His research found that reviewers are driven by self-selection bias in the beginning, but this decreases over time as they interact with the community and become experienced reviewers.
In addition, members’ engagement with the community increased their consumption experience, but social bias and community recognition drives their evaluations when they are associated with the community for a longer period of time.
Before joining the University of Auckland, Dr Tripathy worked at the University of Washington, Seattle, USA. His interdisciplinary research interests include electronic markets, supply chain management and open source software and social networks.
He is currently a senior editor at POMS and Decision Support Systems. He also serves as an associate editor at Decision Sciences Journal, Information Systems Frontiers and the Journal of Database Management.