在线评论中的性别评级差距
Andreas Bayerl1, Yaniv Dover2,3, Hila Riemer4
1Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, the Netherlands. bayerl@ese.eur.nl.
Nature human behaviour
|October 7, 2024
概括
在线评论显示了性别评分差距,女性对产品的评价比男性更为有利. 这种差异源于女性.
科学领域:
- 行为经济学是一种行为经济学.
- 社会心理学 社会心理学
- 消费者行为 消费者行为
背景情况:
- 在线评论显著影响消费者决策.
- 在线评论平台的潜在偏见可能会影响购买选择.
- 之前的研究还没有充分探讨在线评级中的系统性性别差异.
研究的目的:
- 调查在线评价中性别评级差距的存在和性质.
- 确定驱动观察到的审查行为的性别差异的潜在心理机制.
- 了解性别审查模式对社会的影响.
主要方法:
- 在五个主要平台上分析了12亿次在线评论观察结果.
- 进行了两项受控实验室研究,对美国英语参与者进行了研究 (n=1,172和n=1,165).
- 比较男性和女性评审者之间的平均评分分数.
主要成果:
- 确定了一致且具有统计学意义的性别评分差距:女性的平均在线评分比男性更为有利.
- 平均而言,在性别之间的"真实"态度中没有发现显著差异.
- 实验室研究表明,女性在网上分享负面态度的倾向较低,可能是由于社会问题.
结论:
- 性别显著影响在线评论评级,独立于潜在的态度.
- 妇女对社会后果的更大关注可能会导致更有利的在线评论.
- 需要进行社会变革,以鼓励所有个人,特别是女性,舒适而真诚地表达不满.
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