Paper Number

ICIS2025-1008

Paper Type

Short

Abstract

This study examines how market-adjusted discounts and poster identity relate to comment behavior in online deal communities. Drawing on signaling theory, it focuses on how users interpret discount levels and deal poster identity when engaging with posted deals. The analysis considers two dimensions of commenting behavior: frequency and sentiment. Results indicate that higher market-adjusted discounts are associated with fewer and less positive comments, suggesting that unusually large discounts may be perceived as risk signals. However, when deals are posted by staff members, this negative effect is weaker, pointing to staff identity as a credibility cue that shapes user responses. These findings extend research on user engagement by showing how discount signals and poster identity shape community interactions, offering theoretical and practical insights into participation dynamics in online deal communities.

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16-UserBehavior

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Dec 14th, 12:00 AM

User Engagement with Online Deals: The Role of Discounts and Poster Status

This study examines how market-adjusted discounts and poster identity relate to comment behavior in online deal communities. Drawing on signaling theory, it focuses on how users interpret discount levels and deal poster identity when engaging with posted deals. The analysis considers two dimensions of commenting behavior: frequency and sentiment. Results indicate that higher market-adjusted discounts are associated with fewer and less positive comments, suggesting that unusually large discounts may be perceived as risk signals. However, when deals are posted by staff members, this negative effect is weaker, pointing to staff identity as a credibility cue that shapes user responses. These findings extend research on user engagement by showing how discount signals and poster identity shape community interactions, offering theoretical and practical insights into participation dynamics in online deal communities.

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