{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,5]],"date-time":"2026-01-05T15:24:00Z","timestamp":1767626640408,"version":"build-2065373602"},"reference-count":61,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,8,19]],"date-time":"2025-08-19T00:00:00Z","timestamp":1755561600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"],"award-info":[{"award-number":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Heilongjiang Province Higher Education Institution\u2019s Think Tank Open Research Topics","award":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"],"award-info":[{"award-number":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"]}]},{"name":"Heilongjiang Provincial Department of Transportation Science and Technology Project","award":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"],"award-info":[{"award-number":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"]}]},{"name":"State Grid Corporation of China Technology Project Plan","award":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"],"award-info":[{"award-number":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"]}]},{"name":"PhD Student Research Fund of The Hong Kong Polytechnic University","award":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"],"award-info":[{"award-number":["72174044","ZKKF2022208","HJK2025B005","SGHL0000FZJS2202122","522401220003"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Variety-seeking is a fundamental motivation in consumer decision making, yet its subsequent effect on consumer behavior is not fully understood. Thus, this study aims to investigate how consumers\u2019 variety-seeking behaviors influence their subsequent ratings on online reputation platforms. We proposed a framework and constructed econometric models to validate it based on large-scale restaurant-review data from an online reputation platform. Several robustness-check methods were employed to ensure the reliability of our results. The empirical results demonstrate that consumers exhibit a positive rating bias in their reviews for variety-seeking options, compared to regular ones. Further analysis reveals that the influence of variety-seeking dynamically changes with the time-varying characteristics of consumers and restaurants. Specifically, as consumers accumulate a larger number of similar experiences and as restaurants age, the observed rating bias gradually diminishes. This study found a previously undocumented but widely prevalent factor causing rating bias on online reputation platforms, and its significant impact warrants attention. The findings also extend the theoretical application scope of variety-seeking in the field of consumer behavior and offer practical implications for managers and platform designers.<\/jats:p>","DOI":"10.3390\/jtaer20030216","type":"journal-article","created":{"date-parts":[[2025,8,19]],"date-time":"2025-08-19T07:56:06Z","timestamp":1755590166000},"page":"216","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Unveiling a Hidden Driver of Online Rating Bias: The Role of Consumer Variety-Seeking Behavior"],"prefix":"10.3390","volume":"20","author":[{"given":"Shida","family":"Ni","sequence":"first","affiliation":[{"name":"School of Management, Harbin Institute of Technology, Harbin 150001, China"},{"name":"School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Basak","family":"Denizci Guillet","sequence":"additional","affiliation":[{"name":"Department of Tourism, Sport & Hotel Management, Griffith Business School, Griffith University, Brisbane 4222, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6919-434X","authenticated-orcid":false,"given":"Yixing","family":"Gao","sequence":"additional","affiliation":[{"name":"School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7199-3757","authenticated-orcid":false,"given":"Rob","family":"Law","sequence":"additional","affiliation":[{"name":"Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macau SAR, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3384-5029","authenticated-orcid":false,"given":"Baiqing","family":"Sun","sequence":"additional","affiliation":[{"name":"School of Management, Harbin Institute of Technology, Harbin 150001, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,8,19]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"8116","DOI":"10.1287\/mnsc.2021.4279","article-title":"The Effects of Online Review Platforms on Restaurant Revenue, Consumer Learning, and Welfare","volume":"68","author":"Fang","year":"2022","journal-title":"Manag. 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