Marketing Implications of Online Consumer Product Reviews
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چکیده
منابع مشابه
Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics∗
We examine how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The paper shows differential impact of consumer reviews across products in the same product c...
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Using book review data on Amazon.com, the authors extend current research into online consumer reviews by empirically investigating the context dependence effect in the review writing process. They find that when product quality remains constant, later reviews tend to differ from previously posted ones, and the difference is moderated by the popularity of the product, the variance of previous r...
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W propose a structural model to study the effect of online product reviews on consumer purchases of experiential products. Such purchases are characterized by limited repeat purchase behavior of the same product item (such as a book title) but significant past usage experience with other products of the same type (such as books of the same genre). To cope with the uncertainty in quality of the ...
متن کاملUnderstanding the Impacts of Perceived Consumer Online Reviews on Consumer Purchase Intention
Online consumer product reviews, an important form of electronic word-of-mouth (eWOM), have attracted widespread attention from researchers. The reviews provide potential buyers with product comments and evaluations from a user’s perspective. This paper examines how the sequence of negative reviews, the quantity of online feedback text and the quality of online comments affect consumer purchase...
متن کاملOnline Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix
As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers’ purchase decisions. This paper argues that online consumer review, a type of product information created by users based on personal usage experience, can serve as a new element in the marketing communications mix and work as fre...
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تاریخ انتشار 2003