The effect of word of mouth on sales: Online book reviews
The effect of word of mouth on sales: Online book reviews
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DOI：
10.1509/jmkr.43.3.345
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发表时间：
2006-08-01
影响因子：
6.1
通讯作者：
Mayzlin, Dina
中科院分区：
文献类型：
--
作者：
Chevalier, Judith A.;Mayzlin, Dina
作者研究了消费者评论对 Amazon.com 和 Barnesandnoble.com 上图书相对销量的影响。作者发现（1）两个网站上的评论绝大多数都是正面的，但亚马逊网站上的评论更多且更长； (2) 书评的改进会导致该网站相对销量的增加； （3）对于研究中的大多数样本，一星级评论的影响大于五星级评论的影响； (4)来自评论长度数据的证据表明，客户阅读评论文本而不是仅依赖摘要统计数据。
The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com. The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.