The Effects of Comparative Reviews on Product Sales

IF 6.8 1区管理学 Q1 BUSINESS

Journal of Interactive Marketing Pub Date : 2023-11-15 DOI:10.1177/10949968231196578

Min Zhang, Yuzhuo Li, Lin Sun, G. A. Wang, Jiangang Du

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引用次数: 0

Abstract

Consumers increasingly rely on online reviews to make their purchase decisions. Drawing from linguistics and sociology research, the authors posit that comparative reviews, which highlight the similarities and differences between a focal product and its alternatives, may influence consumers’ regulation systems and perceived credibility, thereby affecting product sales. The authors examined 61,480 reviews on e-commerce platforms to explore the effects of comparative reviews and their valence on product sales. By using a supervised learning approach, they identified positive and negative comparative reviews, as well as positive and negative regular reviews, and then applied a two-way fixed-effects model. The results show that comparative reviews positively impacted product sales. Specifically, positive comparative reviews had a greater effect than positive regular reviews, whereas negative comparative reviews had a lesser absolute effect than negative regular reviews on product sales. Moreover, positive comparative reviews exerted a greater absolute effect than negative ones. A follow-up controlled lab study further substantiated the authors’ results and insights. The findings offer new insights and practical guidance for marketers and practitioners in promoting more comparative review posts and optimizing online review presentations.

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比较性评论对产品销售的影响

消费者越来越依赖在线评论来做出购买决定。作者从语言学和社会学研究中得出结论，比较性评论强调了重点产品与其替代品之间的异同，可能会影响消费者的调节系统和感知可信度，从而影响产品销售。作者研究了电子商务平台上的 61480 条评论，探讨了比较性评论及其价值对产品销售的影响。通过使用监督学习方法，他们识别了正面和负面的比较评论，以及正面和负面的常规评论，然后应用了双向固定效应模型。结果表明，比较性评论对产品销售有积极影响。具体来说，正面比较评论比正面常规评论对产品销售的影响更大，而负面比较评论比负面常规评论对产品销售的绝对影响更小。此外，正面比较评论的绝对影响大于负面评论。一项后续对照实验室研究进一步证实了作者的结果和见解。研究结果为营销人员和从业人员提供了新的见解和实际指导，帮助他们推广更多的比较性评论帖子，优化在线评论展示。

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来源期刊

Journal of Interactive Marketing BUSINESS-

CiteScore

20.20

自引率

5.90%

发文量

期刊介绍： The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.

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