Space Norms for Constructing Quality Reviews on Online Consumer Review Sites
研究发现，消费者撰写高质量评论的行为受“空间规范”驱动，即从观察他人如何写评论中推断出的社会规范。这为平台和商家提供了通过营造网站环境来引导高质量评论的实用方法。
As consumer-generated online reviews are recognized as an essential component of many e-commerce websites, practitioners and digital platforms strive to elicit high-quality reviews. Yet research so far mainly focuses on what drives consumers to submit reviews, whereas little has been done to help understand why review writers construct high-quality reviews versus post poor review content. This paper demonstrates that the behavior of writing quality reviews is largely directed by space norms, a distinct instantiation of social norms inferred from locally observing how others write reviews in the digital space (i.e., the review site). The perception of the space norm begets a sense that one should write reviews in accordance with the norm and induces the corresponding behavior on the given site. Our work lends insights to practitioners and digital platforms: managers looking to elicit quality reviewing behavior should devise the local website environment to foster the space norms for the desired behavior. We offer several cost-effective methods to foster space norms, including a machine learning approach.