Conference proceeding
Chalk and Cheese: How Negative and Positive Star-Ratings Influence Service Provider Behavior?
ICIS 2024 Proceedings
ICIS 2024, 45th (Bangkok, Thailand, 15/12/2024–18/12/2024)
2024
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Abstract
Consumer star-ratings play a crucial role in shaping the dynamics of the gig economy, influencing consumer behavior, service quality, and platform operations. Star-ratings serve as a form of reputation management mechanism, providing feedback to service providers about the service quality, as a result acting as a key stimulus to change service provider behavior. While it is tautological to assume that positive star-ratings are always encouraging, how star-ratings influence the intent to change service provider behavior is complex and requires scientific exploration. This study investigates the polarizing role of star-ratings on service provider behavior intentions. The study employs the tenets of social influence and social impact theories, analyzing survey data of 865 drivers representing a single ride-hailing company. The study findings, developed employing polynomial regression and SEM, identify a series of conditions as to how the concomitant existence of star-ratings and social influence impact service provider behavior intentions.
Details
- Title
- Chalk and Cheese: How Negative and Positive Star-Ratings Influence Service Provider Behavior?
- Creators
- Darshana D Sedera - Southern Cross UniversitySachithra Lokuge - University of Southern Queensland
- Publication Details
- ICIS 2024 Proceedings
- Conference
- ICIS 2024, 45th (Bangkok, Thailand, 15/12/2024–18/12/2024)
- Publisher
- AIS
- Identifiers
- 991013300324402368
- Academic Unit
- Management; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Conference proceeding