主流
利基
产品(数学)
差速器(机械装置)
业务
计量经济学
产业组织
经济
数学
政治学
物理
生物
生态学
热力学
几何学
法学
作者
Xin Xiao Zheng,Jisu Cao,Yili Hong,Sha Yang,Xingyao Ren
出处
期刊:Social Science Research Network
[Social Science Electronic Publishing]
日期:2020-01-01
摘要
To understand the effect of increasingly popular, multi-dimensional online reviews on product sales, we extend the overall-rating-based analysis by incorporating multi-dimensional ratings to examine how multi-dimensional review evaluations affect product sales for niche vs. mainstream products. We conduct complementary studies in two product categories (i.e., automobile and laptop) with different methods (three lab experiments, in addition to a panel data analysis of a unique proprietary data set). Our paper reveals three key insights to the emerging literature and phenomenon on multi-dimensional review systems: (a) the inter-dimensional rating variance is more negatively related to product sales for a mainstream product than for a niche product; (b) the intra-dimensional rating valence on the dominant dimension of a product is more positively related to product sales for a niche product than for a mainstream product; and (c) the intra-dimensional rating variance on the dominant dimension of a product is more negatively related to product sales for a niche product than for a mainstream product. Our research provides important managerial implications to the product providers and review platforms.
科研通智能强力驱动
Strongly Powered by AbleSci AI