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Opinion evolution of online consumer reviews in the e-commerce environment

Author

Listed:
  • Yan Wan

    (Beijing University of Posts and Telecommunications)

  • Baojun Ma

    (Beijing University of Posts and Telecommunications)

  • Yu Pan

    (Shanghai International Studies University)

Abstract

Online consumer reviews play an important role in shaping potential customers’ purchase decisions in e-commerce. Previous studies have analyzed the influence of online consumer reviews on sales, mainly considering factors such as reviewers’ and viewers’ profiles, information provided, and product features. However, there are relatively few studies that discuss how online consumer reviews interact with each other and how consumers’ opinions evolve over time. This paper proposes an opinion evolution dynamics model that is applicable to online consumer reviews in the e-commerce environment by taking into account influencing factors such as viewer reading limits, review sorting and releasing strategies, convergence parameters, review posting possibilities, and confidence thresholds. Using multi-agent simulation based on the proposed opinion evolution dynamics model, the paper discusses how these factors affect viewers’ opinions, and the opinion evolution process itself. Finally, conclusions and managerial implications of the simulation results are discussed.

Suggested Citation

  • Yan Wan & Baojun Ma & Yu Pan, 2018. "Opinion evolution of online consumer reviews in the e-commerce environment," Electronic Commerce Research, Springer, vol. 18(2), pages 291-311, June.
    • Handle: RePEc:spr:elcore:v:18:y:2018:i:2:d:10.1007_s10660-017-9258-7
    DOI: 10.1007/s10660-017-9258-7
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    2. Xusen Cheng & Linlin Su & Alex Zarifis, 2019. "Designing a talents training model for cross-border e-commerce: a mixed approach of problem-based learning with social media," Electronic Commerce Research, Springer, vol. 19(4), pages 801-822, December.
    3. Janina Seutter & Kristin Kutzner & Maren Stadtländer & Dennis Kundisch & Ralf Knackstedt, 2023. "“Sorry, too much information”—Designing online review systems that support information search and processing," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-19, December.
    4. Sarah Bayer & Henner Gimpel & Daniel Rau, 2021. "IoT-commerce - opportunities for customers through an affordance lens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 27-50, March.
    5. Jianping Li & Yinhong Yao & Yuanjie Xu & Jingyu Li & Lu Wei & Xiaoqian Zhu, 2019. "Consumer’s risk perception on the Belt and Road countries: evidence from the cross-border e-commerce," Electronic Commerce Research, Springer, vol. 19(4), pages 823-840, December.
    6. Takumi Kato, 2022. "Rating valence versus rating distribution: perceived helpfulness of word of mouth in e-commerce," SN Business & Economics, Springer, vol. 2(11), pages 1-24, November.

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