Moderating Roles of Review Credibility and Author Popularity on Book Sales
نویسندگان
چکیده
User reviews have become a popular source to assess the quality of products in consumers' purchasing decision. New insights into the effect of user reviews on product sales can be derived from examining review credibility and author popularity in our example of book sales from Amazon.com. We found that (1) average rating of reviews and diversity of ratings positively affect book sales, but (2) high diversity weakens the effect to sales, showing a quadratic effect of diversity on sales. In addition, our results suggest evidence that (3) review credibility and author popularity moderate the positive association of average rating of reviews and diversity of ratings on sales. Finally, (4) consumers seem to pay more attention to reviews for digital books than for paper books.
منابع مشابه
Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus
0747-5632/$ see front matter 2012 Elsevier Ltd. A http://dx.doi.org/10.1016/j.chb.2012.05.018 ⇑ Corresponding author. Tel.: +82 53 950 7412; fax E-mail addresses: [email protected] (K.-T. Lee), unlim 1 Tel.: +82 53 950 7322; fax: +82 53 950 6247. The current study proposes a model to test whether online review valence and attributes have an effect on credibility, and whether regulatory focus and ...
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