- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Effect of Review Behavior on the Reviewer’s Valence in Online Retailing
Abstract
Purpose - Online product review has become a crucial part of the online retailer's market performance for a wide range of products. This research aims to investigate how an individual reviewer's review frequency and timing affect her/his average attitude toward products. Research design, data, and methodology - To conduct reviewer-level analysis, this study uses 42,172 posted online review messages generated by 6,941 identified reviewers for 59 movies released in the South Korea from July 2015 to December 2015. This study adopts Tobit model specification to take into account the censored nature and the selection bias arising from the nature of J-shaped distribution of movie rating. Results - Our estimation results support that the negative impact of review frequency and timing on valence. Furthermore, review timing has an inverted-U relationship with the user's average valence and enhance the negative effect of review frequency. Conclusions - This study contributes to the growing literature on the understanding how eWOM is generated at the individual consumer level. On the basis of the main empirical findings, this study provides insights into building a recommendation system in online retail store based on the consumer's review history data - frequency, timing, and valence.
- keywords
- Online Product Review, Review Behavior, Review Frequency, Review Timing, Online Retailing
Reference
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Angelis, M. D., Bonezzi, A., Peluso, A. M., Rucker, D. D., & Costabile, M. (2012). On braggarts and gossips:A self-enhancement account of word-of-mouth generation and transmission. Journal of Marketing Research, 49(4), 551-563.
Bayus, B. L. (1985). Word of mouth-the indirect effects of marketing efforts. Journal of advertising research, 25(3), 31-39.
Chaffee, S. H. (1982). Mass media and interpersonal channels: Competitive, convergent, or complementary. Inter/media: Interpersonal communication in a media world, 57, 77.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
Chintagunta, P. K., Gopinath, S., & Venkataraman, S. (2010). The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Science, 29(5), 944-957.
Clemons, E. K., Gao, G. G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of Management Information Systems, 23(2), 149-171.
Dellarocas, C., Zhang, X. M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive marketing, 21(4), 23-45.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016.
Elberse, A., & Eliashberg, J. (2003). Demand and supply dynamics for sequentially released products in international markets: The case of motion pictures. Marketing Science, 22(3), 329-354.
Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19(3), 291-313.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
Godes, D., & Silva, J. C. (2012). Sequential and temporal dynamics of online opinion. Marketing Science, 31(3), 448-473.
Goolsbee, A., & Klenow, P. J. (2002). Evidence on learning and network externalities in the diffusion of home computers. The Journal of Law and Economics, 45(2), 317-343.
Heckman, J. (2013). Sample selection bias as a specification error. Applied Econometrics, 31(3), 129-137.
Hu, N., Liu, L., & Zhang, J. J. (2008). Do online reviews affect product sales? The role of reviewer characteristics and temporal effects. Information Technology and Management, 9(3), 201-214.
Hu, N., Zhang, J., & Pavlou, P. A. (2009). Overcoming the J-shaped distribution of product reviews. Communications of the ACM, 52(10), 144-147.
Lee, J. H., Wu, R., & Fan, L. (2017). Influence on the use intention of user’s traits in China market. East Asian Journal of Business Management, 7(2), 21-29.
Li, X., & Hitt, L. M. (2008). Self-selection and information role of online product reviews. Information Systems Research, 19(4), 456-474.
Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of marketing, 70(3), 74-89.
Liu, Y., Mai, E. S., & Yang, J. (2015). Network externalities in online video games: An empirical analysis utilizing online product ratings. Marketing Letters, 26(4), 679-690.
Moon, S., Bergey, P. K., & Iacobucci, D. (2010). Dynamic effects among movie ratings, movie revenues, and viewer satisfaction. Journal of Marketing, 74(1), 108-121.
Moon, S., Park, Y., & Seog, Kim, Y. (2014). The impact of text product reviews on sales. European Journal of Marketing, 48(11/12), 2176-2197.
Muthukrishnan, A. V., & Wathieu, L. (2006). Superfluous choices and the persistence of preference. Journal of Consumer Research, 33(4), 454-460.
Nicolao, L., Irwin, J. R., & Goodman, J. K. (2009). Happiness for sale: Do experiential purchases make consumers happier than material purchases?. Journal of Consumer Research, 36(2), 188-198.
Neelamegham, R., & Jain, D. (1999). Consumer choice process for experience goods: An econometric model and analysis. Journal of marketing research, 373-386.
Oluwafemi, A. S., & Dastane, O. (2016). The Impact of Word of Mouth on Customer Perceived Value for the Malaysian Restaurant Industry. East Asian Journal of Business Management, 6(3), 21-31.
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of interactive marketing, 19(3), 15-37.
Sorce, P., Perotti, V., & Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail & Distribution Management, 33(2), 122-132.
Sthapit, A., Jo, G. Y., & Hwang, Y. Y. (2016). Construal Levels and Online Shopping: Antecedents of Visits to and Purchases from Online Retailers’ Websites. Journal of Industrial Distribution & Business, 7(3), 19-25.
Valsesia, F., Nunes, J., & Ordanini, A. (2016). I Got Here First! Feelings of Psychological Ownership and Consumer Ratings. ACR North American Advances, Retrieved May 21, 2017 from https://thescienceofownership.org/category/general/
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations