Context-Dependent Product Evaluations: An Empirical Analysis of Internet Book Reviews

Journal of Interactive Marketing - Tập 25 - Trang 123-133 - 2011
Ye Hu1, Xinxin Li2
1Department of Marketing and Entrepreneurship, C. T. Bauer College of Business, University of Houston, 4800 Calhoun Road, Houston, TX 77204, USA
2Operations and Information Management Department, School of Business, University of Connecticut, 2100 Hillside Road, Unit 1041, Storrs, CT 06269, USA

Tóm tắt

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 reviews, whether later reviews explicitly refer to previous reviews, and the age of the product and the reviews. This phenomenon can be explained by both consumer expectation and self-selection effects in review writing. The implications of this research can help practitioners understand the reviewing process and provide some guidelines for improving the objectivity of online product reviews.

Tài liệu tham khảo

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Thông tin xuất bản

Journal of Interactive Marketing

Tập 25

123-133

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