Impact of Online Review on Sales: An Empirical Investigation of Experience Products with Different Popularities

Author

Jinhong Cui ; Yingzhi Pan ; Lingyun Wang

Author_Institution

Sch. of Inf. Technol. & Manage. Eng., Univ. of Int. Bus. & Econ., Beijing, China

fYear

2012

fDate

20-21 Oct. 2012

Firstpage

48

Lastpage

53

Abstract

As E-Commerce becomes a trend and habit in people´s lives, online reviews have become a useful marketing tool and important factor of business success. Based on recent research, this paper categorizes experience products into popular and less popular classes, and makes an empirical study on online reviews on sales for different popularity products. Through collecting data on dangdang.com, and linear regression and empirical analysis, this paper gets the conclusion that comparing to popular products, less popular products´ sales were more easily affected by online reviews. The B2C companies could optimize their marketing strategy by encouraging users to remark more on less popular goods. On the other hand, this paper contributes to the online review area on the idea of categorizing products and making analysis respectively.

Keywords

Internet; electronic commerce; marketing; regression analysis; reviews; B2C companies; business success; e-commerce; empirical analysis; experience products; linear regression analysis; online review; popularity products; product categorization; useful marketing tool; Books; Business; Correlation; Educational institutions; Marketing and sales; Publishing; Standards; experience products; long tail theory; online review;

fLanguage

English

Publisher

ieee

Conference_Titel

Management of e-Commerce and e-Government (ICMeCG), 2012 International Conference on

Conference_Location

Beijing

Print_ISBN

978-1-4673-2943-9

Type

conf

DOI

10.1109/ICMeCG.2012.31

Filename

6374880