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Role of Platform Incentives in Shaping Local Guides’ Online Review Behaviour
Conference proceeding   Open access

Role of Platform Incentives in Shaping Local Guides’ Online Review Behaviour

Nelini Jayathilake, Darshana Sedera and Golam Sorwar
ACIS 2023 Proceedings
Australasian Conference on Information Systems (Victoria University of Wellington, New Zealand, 05/12/2023–08/12/2023)
02/12/2023
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Abstract

Local Guides Incentives Expectation Confirmation Theory Online Reviews Business process management Information systems organisation and management Information systems Information systems, technologies and services not elsewhere classified
Several online review platforms offer status or financial incentives to motivate individuals to write reviews and stay engaged with the platforms. Drawing upon expectation-confirmation theory (ECT), this study examines whether there is a difference in the online review behaviour patterns of reviewers who receive incentives and those who do not. We study the valence of online ratings, which can be contingent upon incentives provided by the platform, influencing reviewer behaviour. This study posits that satisfaction with the expectations may lead non-incentive receivers to be more eager to share their genuine opinions. Due to the contingent nature of the platform, incentive receivers may exhibit biased review behaviour. In this paper, we utilise web-scraped data from Google Reviews. Interestingly, receiving incentives significantly impacts the valence of review ratings. Our research aims to provide significant implications for businesses relying on user contributions and platform managers seeking to create effective and robust incentive programs.

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