Abstract: While online reviews help consumers simplify their purchasing decisions, they also have the potential negative impacts that lead to consumers' biased decisions. From the perspective of bias correction, this study discusses the methods and mechanisms of reducing the influence of some online reviews by using label technology supported by algorithms. Through three experiments, this study found that the consistency of reviewer labels has a significantly positive impact on consumers' willingness to adopt reviews. Compared with reviewer labels with high consistency, reviewer labels with low consistency can correct the bias caused by egocentric anchoring, which leads to higher perceived homophily towards reviewers, thus affecting consumers' willingness to adopt reviews. In the process where reviewer label consistency influences consumers' willingness to adopt reviews, both review valence and consumption experience serve as moderators and mediate the effect through perceived homophily. Compared with positive reviews, reviewer label consistency exerts a stronger impact on the willingness to adopt negative reviews. Compared with experienced consumers, reviewer label consistency is more likely to affect the willingness of consumers with less experience to adopt reviews. The conclusion enriches the literature of online review labels and provide practical guidance for businesses in precision marketing.

Key words: Reviewer Label, Perceived Homophily, Review Valence, Consumption Experience

摘要： 在线评论在帮助消费者简化购买决策的同时,也存在引发偏差性决策的潜在消极影响。本研究基于偏差校正的视角,利用算法支持的标签技术,探讨了降低具有偏差的在线评论影响力的方法及作用机制。本文通过三个实验研究发现:评论者标签的一致性显著正向影响消费者对评论的采纳意愿。相较于一致性较高的评论者标签,一致性较低的评论者标签可以校正自我中心锚定引发感知同质性过高的偏差,从而降低消费者对评论的采纳意愿。在评论者标签一致性影响评论采纳意愿的过程中,评论效价和消费经验均会产生调节作用,以及调节感知同质性的中介作用。相较于正面评论,评论者标签一致性对负面评论采纳意愿的影响更强。相较于经验丰富的消费者,评论者标签一致性更易影响经验匮乏的消费者对评论的采纳意愿。研究结论丰富了在线评论标签相关领域的文献,为企业精准营销提供了实践指导。

关键词: 评论者标签, 感知同质性, 评论效价, 消费经验