User Behaviors, Engagement, and Consequences
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Paper Number
2064
Paper Type
Completed
Description
Online reviews help potential customers make a more informed decision by reducing the inherent information asymmetry between sellers and buyers. One of the problems reported by the literature is, however, that reviews tend to be written by customers with more extreme experiences and expectations, biasing reviews. To address this issue, review platforms use elicitation measures, e.g. emails, to encourage greater participation and reduce this review bias. Our research examines whether the timing of email invitations influences the response rate. By analyzing a unique data set (Trusted Shops), we find that invitations sent during daytime lead to a significantly higher response rate. More specifically, we identify invitation patterns for individual time slots that are associated with a higher or a lower response rate. Our fine-grained analysis of invitation timing contributes a novel aspect to the online review literature and helps online review platform operators improve their email invitation success rates.
Recommended Citation
Poniatowski, Martin; Seutter, Janina; and Kundisch, Dennis, ""Timing is Everything" — An Empirical Analysis of the Timing of Online Review Elicitation" (2021). ICIS 2021 Proceedings. 17.
https://aisel.aisnet.org/icis2021/user_behaivors/user_behaivors/17
"Timing is Everything" — An Empirical Analysis of the Timing of Online Review Elicitation
Online reviews help potential customers make a more informed decision by reducing the inherent information asymmetry between sellers and buyers. One of the problems reported by the literature is, however, that reviews tend to be written by customers with more extreme experiences and expectations, biasing reviews. To address this issue, review platforms use elicitation measures, e.g. emails, to encourage greater participation and reduce this review bias. Our research examines whether the timing of email invitations influences the response rate. By analyzing a unique data set (Trusted Shops), we find that invitations sent during daytime lead to a significantly higher response rate. More specifically, we identify invitation patterns for individual time slots that are associated with a higher or a lower response rate. Our fine-grained analysis of invitation timing contributes a novel aspect to the online review literature and helps online review platform operators improve their email invitation success rates.
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Comments
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