Some digital platforms introduced a novel positive-framing design in the multi-dimensional rating system, which framed the attribute with positive words for consumers to rate. The results from a cross-platform quasi-natural experiment show that the positive-framing design can increase the rating scores compared with the traditional non-positive framing design.

• Ziqiong Zhang(Harbin Institute of Technology, China)
• Jing Lei(The University of Melbourne, Australia)
• Peiliang Sun(Harbin Institute of Technology, China)
• Zili Zhang(Harbin Institute of Technology, China)