The interaction effects of information cascades, word of mouth and recommendation systems on online reading behavior: an empirical investigation

2018 ◽  
Vol 19 (3) ◽  
pp. 521-547 ◽  
Author(s):  
Qihua Liu ◽  
Xiaoyu Zhang ◽  
Liyi Zhang ◽  
Yang Zhao
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Recommendation Systems ◽  
Interaction Effects ◽  
Information Cascades ◽  
Online Reading ◽  
Reading Behavior

Information cascades in online reading: an empirical investigation of panel data

2014 ◽  
Vol 32 (4) ◽  
pp. 687-705 ◽  
Author(s):  
Qihua Liu ◽  
Liyi Zhang
Keyword(s):  
Market Share ◽  
Web Sites ◽  
Network Externalities ◽  
Book Reading ◽  
Information Cascades ◽  
Online Reading ◽  
Information Cascade ◽  
Reading Behavior ◽  
Informational Cascades ◽  
Content Type

Purpose – The purpose of this paper is to examine information cascades in the context of users’ e-book reading behavior and differentiate it from alternative factors that lead to herd behavior, such as network externalities and word-of-mouth effects. Design/methodology/approach – This paper constructed panel data using information concerning 226 e-books in 30 consecutive days from Sina.com’s reading channel (Book.Sina.com.cn) from October 2, 2013, to October 31, 2013 of the same year in China. A multinomial logit market-share model was employed. Findings – E-books’ ranking has a significant impact on their market share, as predicted by informational cascades theory. Higher ranking e-books’ clicks will see a greater increase as a result of an increase in clicks ranking. Due to the information cascades effect, review volume had no impact on the market share of popular e-books. Total votes had a powerful impact on the market share of e-books, showing that once information cascade occurred, it could be enhanced by the increase in total votes. The total clicks of e-books had a significant impact on their market share, suggesting that online reading behavior would be influenced by network externalities. Practical implications – As important information, the ranking or popularity of e-books should be carefully considered by online reading web sites, publishers, and authors. It is not enough for the authors and publishers of e-books to simply pay attention to the content. They should design their marketing strategies to allow network externalities and informational cascades to work for them, not against them. Online reading web sites should also focus on eliminating certain behavior, such as “brush clicks” and “brush votes,” in order to prevent an undesirable information cascade due to false information. Originality/value – To the best of the knowledge, this is the first study to examine information cascades in the context of users’ e-book reading behavior. Moreover, this study can help other researchers by utilizing a large sample of daily data from one of the earliest online reading platforms in China.

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

Statistical study of characteristics of online reading behavior networks in university digital library

2018 ◽  
Vol 22 (3) ◽  
pp. 1175-1187
Author(s):  
Lihong Han ◽  
Gaofeng Zhang ◽  
Binbin Yong ◽  
Qiang He ◽  
Fang Feng ◽  
...  
Keyword(s):  
Digital Library ◽  
Statistical Study ◽  
Online Reading ◽  
Reading Behavior

Managing negative word-of-mouth: the interplay between locus of causality and social presence

2019 ◽  
Vol 34 (2) ◽  
pp. 137-148
Author(s):  
Yi He ◽  
Ilyoung Ju ◽  
Qimei Chen ◽  
Dana L. Alden ◽  
Hong Zhu ◽  
...  
Keyword(s):  
Social Presence ◽  
Word Of Mouth ◽  
Service Failure ◽  
Interaction Effects ◽  
Negative Word ◽  
Locus Of Causality ◽  
Content Type ◽  
Affective Processes ◽  
Support Seeking ◽  
Service Managers

Purpose This paper aims to describe the results of four studies that examine the interaction effects between locus of causality and social presence on consumers’ emotional response to a service failure and how they subsequently cope with the negative emotional experiences through support-seeking or vindictive negative word-of-mouth (NWOM). Design/methodology/approach To evaluate the research hypotheses, one online content analysis study and three experiments were conducted. Findings The results of the four studies show that when locus of causality information is not available (Studies 1 and 2), consumers are more likely to engage in support-seeking NWOM when there is social presence (versus no social presence). When a service failure is externally/internally attributed, social presence leads to less/more vindictive NWOM (Studies 3 and 4). The results clarify the underlying affective processes (frustration, anger and embarrassment) that account for the unique interaction effects involving locus of causality and social presence on NWOM. Originality/value Despite promising progress in both social presence and service failure research, scholarly attempts aiming to draw the theoretical linkages between these two streams are relatively scarce, and it remains unknown regarding whether and how social presence influences NWOM in the event of service failure. Against this backdrop, this research examines the effects of social presence on consumer NWOM in service failure. The authors further contribute to both research streams by testing the effects of an important set of emotions as mediators, as well by exploring the conditions under which a particular emotion is more predictive of its corresponding outcomes. These findings offer important insights that help service managers effectively mitigate customer NWOM at the point of service delivery.

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