Examining the Effect of Self-selection Bias on Consumer Satisfaction: A Product Type Perspective

Prior studies have evidenced that consumers can self-select themselves in submitting online reviews, thus introducing biases in the distribution of online review ratings. This kind of bias is termed self-selection bias. This research aims to explore the specific influences of self-selection bias on consumer satisfaction from a product type perspective. The adopted product classification system combines the search and experience differentiation, as well as the vertical and horizontal differentiation. An agent-based modeling approach is employed to systematically examine the combined effects of different types of self-selection bias and products. Based on experiment analysis, a novel theory is developed arguing that self-selection bias can have nuanced influences on consumer satisfaction with different kinds of products, by affecting the usefulness of online reviews in suggesting product quality information.