How reviews influence product usage post-purchase: An examination of video game playtime

Previous research on software products, such as video games, has largely focused on how user experience elements like visuals, audio, and content impact consumer engagement. However, these elements are internal factors controlled by the firm. It is equally important to identify and understand how external factors can influence usage and engagement. This study investigates the role of product reviews as an external factor that can shape post-purchase usage behavior for video games. We analyze data from the field and conduct two experiments to explore how reviews affect current owners' usage intentions and playtime. Our results suggest that negative reviews can decrease usage among current owners, in part due to concerns about appearing as an incompetent consumer. These findings highlight the power of product reviews beyond their intended audience of prospective buyers and offer implications for theory and firms alike.