A value perspective on online review platforms: Profiling preference structures of online shops and traditional companies

Tatjana Maria König, Nika Hein and Vivien Nimsgern

Journal of Business Research, 2022, vol. 145, issue C, 387-401

Abstract: Online reviews (ORs), typically managed by online review platforms (ORPs), have become a standard for generating electronic word-of-mouth (eWoM) in business-to-consumer (B2C) companies. Whereas, extant OR research predominantly focuses on the consumer end, this study takes a business-to-platform (B2P) perspective and analyzes company preference structures for ORPs, thereby adding to the limited empirical evidence in platform research. A comprehensive competitor analysis reveals >70 design options offered by established ORPs, which we condense to five attributes with three to four specifications each for conjoint analysis. Two company surveys result in differing preference structures for online shops and traditional companies. Online shops show high preference for integrating review results in online ads, while traditional companies prefer integration into search engine results. Post-hoc analysis reveals that companies’ degree of digitization affects the relative importance of price and provider. Thus, B2P value perception varies by both company type and degree of digitization.

Keywords: Electronic Word-of-Mouth (eWoM); Online reviews; B2B2C-platforms; Conjoint-analysis; Earned-media; Value (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322002193
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:145:y:2022:i:c:p:387-401

DOI: 10.1016/j.jbusres.2022.02.080

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().