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

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  • König, Tatjana Maria
  • Hein, Nika
  • Nimsgern, Vivien

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.

Suggested Citation

  • König, Tatjana Maria & Hein, Nika & Nimsgern, Vivien, 2022. "A value perspective on online review platforms: Profiling preference structures of online shops and traditional companies," Journal of Business Research, Elsevier, vol. 145(C), pages 387-401.
    • Handle: RePEc:eee:jbrese:v:145:y:2022:i:c:p:387-401
    DOI: 10.1016/j.jbusres.2022.02.080
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