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Are high-status reviewers more likely to seek anonymity? Evidence from an online review platform

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  • Zhang, Zhiyun
  • Zhang, Ziqiong
  • Liu, Sen
  • Zhang, Zili

Abstract

Nearly all ecommerce platforms have adopted hierarchical status systems to encourage user contributions. Although many studies have explored how online reviewer status influences consumer contributions, how reviewer status affects reviewer preferences for anonymity, which is an important factor in consumer assessments of review credibility and consumer purchase decisions, is still unclear. In this paper, underpinned by hierarchical status and psychological theories, an empirical analysis is conducted regarding the ways that reviewer status shapes reviewer preferences for anonymity. Utilizing online review data from Ctrip.com and employing advanced text mining methods, we reveal that reviewer status positively influences their preferences for anonymity, but this effect is weaker for business-travel reviewers than for leisure-travel reviewers. Additionally, this positive effect is attenuated by reviewer openness but strengthened by reviewer conscientiousness. However, the moderating effect of reviewer neuroticism is not significant. Our findings substantially contribute to the literature on hierarchical status and information disclosure and provide significant practical guidance for incentive designers in the ecommerce domain.

Suggested Citation

  • Zhang, Zhiyun & Zhang, Ziqiong & Liu, Sen & Zhang, Zili, 2024. "Are high-status reviewers more likely to seek anonymity? Evidence from an online review platform," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000882
    DOI: 10.1016/j.jretconser.2024.103792
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