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Firm review revelation policy considering social ties among consumers 被引量:1
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作者 Liu Xueyu Mei Shu'e Zhong Weijun 《Journal of Southeast University(English Edition)》 EI CAS 2021年第1期98-103,共6页
An optimization model is proposed to analyze the optimal review revelation policies and consumer online social network management strategies of e-commerce firms.The results show that displaying friend reviews to consu... An optimization model is proposed to analyze the optimal review revelation policies and consumer online social network management strategies of e-commerce firms.The results show that displaying friend reviews to consumers does not necessarily increase firms profits.Only when positive reviews account for a large proportion of all the reviews and when the cost of showing friend reviews is not high,can showing friend reviews be more profitable than not showing such information.The distribution of social ties among consumers can affect firms profits.Even in the case that showing friend reviews to consumers is more profitable,an increase in the proportion of strong ties is not necessarily beneficial to firms.Only when the proportion of positive reviews is large enough,can firms profits increase with the increase in the proportion of strong ties among consumers.Moreover,the degree of consumer distrust in the average quality rating can also affect firms strategies for managing consumer online social networks.As the degree of consumer distrust in the average quality rating rises,firms are more likely to obtain higher profits by taking measures to increase the proportion of strong ties among consumers on their websites. 展开更多
关键词 online product review social tie review revelation policy social commerce
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