Abstract

The “quality threshold for monetary incentive” mechanism is a common practice in online review platforms. However, the effect of the quality threshold is still not clear in the extant literature. This study attempts to investigate how the introduction of the quality threshold affects content quality. Based on the Anchoring Effect theory, this study first derives some theoretical conclusions based on theoretical models and then conducts a natural experiment to test the conclusions. The findings show that after introducing the quality threshold, (1) the proportion of content with the threshold-level quality will increase; (2) the proportion of content higher than the quality threshold is reduced when there is the “Anchoring Effect”. Moreover, the empirical study also shows that the quality threshold leads to an overall negative effect on the average review quality. Our findings are meaningful to the stakeholders of the online review platforms.

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Paper Number 1451; Track Platforms; Complete Paper

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