Research on Feedback Effects Between Perception of Internet Word of Mouth and Online Reviews Based on Dynamic Endogeneity

摘要

Online reviews as the main communication forms of internet word-of-mouth (iwom) always were regarded as an exogenous variable in the study of existing literature, and the dynamic relationship was regarded as a static single direction between them. Under the dynamic endogeneity, the control variables which can be measured and the dummy variables which are difficult to observation and measurement outside of online reviews are introduced. And in the dynamic panel data model with online reviews of mobile phone as the research object which were released during March 1, 2015 to July 1, 2015, the endogeneity is controlled by the control variables and the dummy variables, the paper demonstrates that: In the static analysis framework, online reviews and iwom perception are influence each other. The Dummy variables impact online reviews and iwom perception at the same time.