Over the past few years, it has become increasingly important for sellers operating in the online market to provide a well-functioning and reliable platform, where customers share their evaluations and experiences. According to a 2017 Podium study (Podium
2017), an astonishing 93% of buyers consult online reviews before making their purchase decision. Several companies have even begun to specialize on providing a platform for reviews and as such basically sell reviews as part of their product portfolio (e.g., TripAdvisor, Yelp). Hence, by examining drivers of reviewers’ behavior, the authors address a topical and economically significant research question that is of interest to practitioners and academic scholars alike. Up to now, this issue has predominantly been scrutinized by scholars in the field of marketing and information systems. The sizeable literature in these two fields span a great variety of research methods, including interviews, lab, field experiments, as well as quasi-natural experiments. In the field of information systems, work on online reviews can be broadly classified according to three sub-streams: the impact of online reviews on economic outcomes, the factors that drive review generation including reviewing motivation or reviewer self-selection, and the determinants for helpfulness ratings (King et al.
2014; Gutt et al.
2019).
1 Research in marketing, viewing online reviews as a form of electronic word-of-mouth, is particularly interested in the second sub-stream, i.e. individuals’ extrinsic and intrinsic motivation to share their experiences and opinions with others, and specifically focuses on the quantity and quality dimensions of review writing. The most salient extrinsic and intrinsic motivating forces of spreading electronic word-of-mouth that previous studies detect include economic incentives, altruism, social norms, self-enhancement, enjoyment of helping, reputation seeking, identity building, and status-seeking (King et al.
2014; Wu
2019). The article of Dorner at al. (
2020) contributes to and also bridges the gap between the two latter sub-streams, as it analyzes the ramifications of extrinsic rewards and the resulting strategic considerations for the assignment of helpfulness ratings and individuals’ motivation to write high-quality reviews.
As such, it also contributes to the scientific debate on whether and how monetary rewards crowd out intrinsic and other forms of extrinsic motivation for review writing. The following studies only provide a glimpse into the current state of knowledge. In an experiment on Amazon Mechanical Turk, Wang et al. (
2012) show that reviews exhibit the same quality when people are not monetarily rewarded as when they earn a fixed fee. However, additional performance-contingent rewards in terms of helpfulness ratings tend to improve review quality. In contrast, Stephen et al. (
2012) find that perceived effort does not increase when subjects are paid for their reviews, but are considered more helpful than when reviewers are not incentivized. In a lab experiment, Li and Xiao (
2014) demonstrate that rebates by sellers incentivize more buyers to write reviews. In contrast, a field study on eBay by Cabral and Li (
2015) shows that offering rebates only increase the propensity of buyers to provide feedback, when payments are relatively high ($2). Moderate rebates ($1), on the other hand, do not translate into a significant increase in feedback provision. Wang et al. (
2016), as well as Khern-am-nuai et al. (
2018), find an increase in review volume but not in review quality in response to an introduction of monetary incentives. The latter study, using a natural experiment, even finds a drastic decrease in overall review quality. Burtch et al. (
2018) emphasize the role of social norms and demonstrate that monetary incentives are more effective in attracting people to write reviews, where social norms are more effective at motivating higher review quality in terms of length. One additional study, which may be considered as particularly close to the present paper of Dorner at al. (
2020) in terms of stressing the interrelation of different forms of intrinsic and extrinsic incentives, is Wu (
2019). Through in-depth interviews with top reviewers on Amazon, the study uncovers mutually reinforcing and countervailing effects of different incentive devices for the motivation to write reviews. In line with the findings of Dorner at al. (
2020), the author, amongst others, documents anecdotal evidence for the existence of fierce competition for status recognition and manipulations of helpfulness ratings. Taken together, the lack of a clear picture of what motivates review writing and how different extrinsic and intrinsic motivations interact warrants further research in this direction.