Online WOM effects and product type: Evidence from Tmall
This paper examines the persuasive effect and the awareness effect of online user reviews on product sales. Using publicly available data from a China-based B2C e-commerce site under the Alibaba Group—Tmall.com, we show that rating of online user reviews has no significant impact on product sales after controlling the influence of product price. However, we find that the review volume has significant and positive influence on product sales. More, to uncover the underlying mechanismsbehind online WOM effects, we comparesearch products and experience products. Our results show that the effect of online user reviews is much larger for experience goods than for search goods. Our results also show that product price has no significant impact for search product, but has significant negative impact for experience products.
Online WOM effects Product type online user reviews Search products Experience products
Qihua Liu
School of Information Technology, Jiangxi University of Finance and Economics, Nanchang, China
国际会议
重庆
英文
536-539
2015-12-18（万方平台首次上网日期，不代表论文的发表时间）