Provider feedback information and customer choice decisions on crowdsourcing marketplaces: evidence from two discrete choice experiments

Assemi, Behrang and Schlagwein, Daniel (2016) Provider feedback information and customer choice decisions on crowdsourcing marketplaces: evidence from two discrete choice experiments. Decision Support Systems, 82 1-11. doi:10.1016/j.dss.2015.11.001


Author Assemi, Behrang
Schlagwein, Daniel
Title Provider feedback information and customer choice decisions on crowdsourcing marketplaces: evidence from two discrete choice experiments
Journal name Decision Support Systems   Check publisher's open access policy
ISSN 0167-9236
1873-5797
Publication date 2016-02-01
Year available 2015
Sub-type Article (original research)
DOI 10.1016/j.dss.2015.11.001
Open Access Status Not Open Access
Volume 82
Start page 1
End page 11
Total pages 37
Place of publication Amsterdam, Netherlands
Publisher Elsevier
Language eng
Subject 1404 Management Information Systems
1710 Information Systems
3204 Developmental and Educational Psychology
1201 Arts and Humanities (miscellaneous)
1802 Information Systems and Management
Abstract Crowdsourcing marketplaces are increasingly becoming popular for the online transactions of services. On these marketplaces, profile information of providers, especially feedback left by previous customers, is the main information source for choice decisions of prospective customers. In the study reported in this paper, we examined the impacts of various feedback information components on provider profiles on the decisions of customers. We conducted two fractional factorial discrete choice experiments, one in a controlled laboratory setting and one online on a crowdsourcing marketplace. We found that the feedback information components "number of reviews" and "average weighted rating" have the largest impacts on the decisions of customers. We also found that "positive ratings" and "positive comments" have significant impacts on customers' decision-making, especially when they appear on the first feedback page. We also found in the lack of highly visible feedback components on the subsequent feedback pages, "negative comments" become a significant determinant of customers' decisions. We also showed the significant impact of information consistency on customers' decision-making, through the synergistic interaction effects between different feedback components. Finally, we found evidence that the cost of evaluating a feedback information component has a negative impact on the likelihood of customers evaluating that information component. The article concludes with implications of the findings of the study for theory and practice.
Keyword Crowdsourcing
Customer decision
Discrete choice experiment
Feedback information
Nested logit model
Provider profile
Q-Index Code C1
Q-Index Status Provisional Code
Grant ID PS29546
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Engineering, Architecture and Information Technology Publications
Official 2016 Collection
 
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Created: Fri, 27 Nov 2015, 03:29:16 EST by Behrang Assemi on behalf of School of Civil Engineering