How Self-Selection Bias in Online Reviews Affects Buyer Satisfaction: A Product Type Perspective

Online reviews play a crucial role in shaping buyers' purchase decisions. However, previous research has highlighted the existence of self-selection biases among buyers who contribute to reviews, which in turn leads to biased distributions of review ratings. This research aims to explore the further influences of self-selection bias on buyer satisfaction through agent-based modeling, considering two product differentiations: search and experience differentiation, as well as vertical and horizontal differentiation. Our findings reveal that self-selection bias can have varying positive and negative effects on the usefulness of online reviews in suggesting product quality (i.e., review utility) to buyers, thus affecting buyer satisfaction. While self-selection bias tends to decrease review utility in most scenarios, interestingly, it can also increase review utility by enabling a “screening” function of online reviews in addition to its normal “measuring” function. We also find that the varying effects of self-selection bias on buyer satisfaction are contingent upon the type of products under scrutiny and the interaction of different types of self-selection bias. This research makes valuable contributions to the existing literature on online reviews by introducing a novel theory to explain the effects of self-selection bias on buyer satisfaction.