To post or not to post: How minority opinion and posting frequency impact online review posting
研究发现，频繁发帖者更倾向于在已有评分中自己的意见属于少数时发布评论，而偶尔发帖者则不愿分享少数意见，这一差异源于对少数意见帖的不同感知：是展示身份的机会还是社会风险。
Consumers are often exposed to prior reviews when considering posting themselves. We examine how finding one’s opinion in the minority (vs. majority) of previous ratings affects a consumer’s decision to post. Specifically, we contrast the posting decisions of frequent posters with those of less frequent posters. Results from seven experimental studies show that frequent posters prefer review environments in which their opinion belongs to the minority of previously posted ratings. We support these findings with additional evidence from secondary review data. This behavior sets them apart from infrequent posters, who are reluctant to share minority opinions. In addition, we show that this effect is driven by differences in how a minority post is perceived: As an opportunity to signal one’s reviewer identity or as socially risky. Based on these insights, we explore how rating platforms can motivate review posting, particularly among infrequent posters. Our findings extend previous research on social influence effects in online reviews and have implications for various stakeholders who rely on and aim to solicit reviews on rating platforms.