The effects of online product reviews on sales performance: Focusing on number, extremity, and length

Sunju Park; Seungwha Chung; Seungyong Lee

doi:10.15722/JDS.17.5.201905.85

The effects of online product reviews on sales performance: Focusing on number, extremity, and length

Sunju Park, Seungwha Chung, Seungyong Lee

Department of Business Administration

Research output: Contribution to journal › Article › peer-review

6 Citations (Scopus)

Abstract

Purpose - The purpose of this study is to analyze the impact of customer 's communication on sales performance in the online market. Research design, data, and methodology - This study uses linear regression analysis to examine the effects of product review characteristics which are the result of customer 's communication, on sales performance by using product reviews of online marketplace Amazon. Result - The increase in the number of product reviews positively affected sales performance. An increase in extreme opinions in the product review has a positive effect on sales performance. The product review length has a negative effect on sales performance. Conclusions - This study has shown the online marketplace customers' communication can influence sales performance using product review big data. This study contributed to the theoretical completeness by analyzing all the products of the book category in Amazon online market. This research will complement the theories regard to the customer behavior affecting sales performance. We expect the empirical analysis result will provide empirical help to sellers, online marketplace operators, and customers. In particular, the number of letters in the product may negatively affect sales performance, so sellers need to consider this effect carefully when exposing product reviews.

Original language	English
Pages (from-to)	85-94
Number of pages	10
Journal	Journal of Distribution Science
Volume	17
Issue number	5
DOIs	https://doi.org/10.15722/JDS.17.5.201905.85
Publication status	Published - 2019

Bibliographical note

Funding Information:
* This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2017S1A3A2065831). and This paper is based on part of the dissertation of the third Author. ** First Author, Professor, School of Business, Yonsei University, Seoul, Korea. *** Co-Author, Professor, School of Business, Yonsei University, Seoul, Korea. **** Corresponding Author, Researcher, Yonsei Business Research Institute, Yonsei University, Seoul, Korea, Tel: +82-2-2123-3528, E-mail: leesky@yonsei.ac.kr

Publisher Copyright:
© Korean Distribution Science Association (KODISA).

All Science Journal Classification (ASJC) codes

Business and International Management
Economics and Econometrics
Marketing

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10.15722/JDS.17.5.201905.85

Cite this

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title = "The effects of online product reviews on sales performance: Focusing on number, extremity, and length",

abstract = "Purpose - The purpose of this study is to analyze the impact of customer 's communication on sales performance in the online market. Research design, data, and methodology - This study uses linear regression analysis to examine the effects of product review characteristics which are the result of customer 's communication, on sales performance by using product reviews of online marketplace Amazon. Result - The increase in the number of product reviews positively affected sales performance. An increase in extreme opinions in the product review has a positive effect on sales performance. The product review length has a negative effect on sales performance. Conclusions - This study has shown the online marketplace customers' communication can influence sales performance using product review big data. This study contributed to the theoretical completeness by analyzing all the products of the book category in Amazon online market. This research will complement the theories regard to the customer behavior affecting sales performance. We expect the empirical analysis result will provide empirical help to sellers, online marketplace operators, and customers. In particular, the number of letters in the product may negatively affect sales performance, so sellers need to consider this effect carefully when exposing product reviews.",

author = "Sunju Park and Seungwha Chung and Seungyong Lee",

note = "Funding Information: * This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2017S1A3A2065831). and This paper is based on part of the dissertation of the third Author. ** First Author, Professor, School of Business, Yonsei University, Seoul, Korea. *** Co-Author, Professor, School of Business, Yonsei University, Seoul, Korea. **** Corresponding Author, Researcher, Yonsei Business Research Institute, Yonsei University, Seoul, Korea, Tel: +82-2-2123-3528, E-mail: leesky@yonsei.ac.kr Publisher Copyright: {\textcopyright} Korean Distribution Science Association (KODISA).",

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doi = "10.15722/JDS.17.5.201905.85",

language = "English",

volume = "17",

pages = "85--94",

journal = "Journal of Distribution Science",

issn = "1738-3110",

publisher = "Korea Distribution Science Association (KODISA)",

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AU - Park, Sunju

AU - Chung, Seungwha

AU - Lee, Seungyong

N1 - Funding Information: * This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2017S1A3A2065831). and This paper is based on part of the dissertation of the third Author. ** First Author, Professor, School of Business, Yonsei University, Seoul, Korea. *** Co-Author, Professor, School of Business, Yonsei University, Seoul, Korea. **** Corresponding Author, Researcher, Yonsei Business Research Institute, Yonsei University, Seoul, Korea, Tel: +82-2-2123-3528, E-mail: leesky@yonsei.ac.kr Publisher Copyright: © Korean Distribution Science Association (KODISA).

PY - 2019

Y1 - 2019

N2 - Purpose - The purpose of this study is to analyze the impact of customer 's communication on sales performance in the online market. Research design, data, and methodology - This study uses linear regression analysis to examine the effects of product review characteristics which are the result of customer 's communication, on sales performance by using product reviews of online marketplace Amazon. Result - The increase in the number of product reviews positively affected sales performance. An increase in extreme opinions in the product review has a positive effect on sales performance. The product review length has a negative effect on sales performance. Conclusions - This study has shown the online marketplace customers' communication can influence sales performance using product review big data. This study contributed to the theoretical completeness by analyzing all the products of the book category in Amazon online market. This research will complement the theories regard to the customer behavior affecting sales performance. We expect the empirical analysis result will provide empirical help to sellers, online marketplace operators, and customers. In particular, the number of letters in the product may negatively affect sales performance, so sellers need to consider this effect carefully when exposing product reviews.

AB - Purpose - The purpose of this study is to analyze the impact of customer 's communication on sales performance in the online market. Research design, data, and methodology - This study uses linear regression analysis to examine the effects of product review characteristics which are the result of customer 's communication, on sales performance by using product reviews of online marketplace Amazon. Result - The increase in the number of product reviews positively affected sales performance. An increase in extreme opinions in the product review has a positive effect on sales performance. The product review length has a negative effect on sales performance. Conclusions - This study has shown the online marketplace customers' communication can influence sales performance using product review big data. This study contributed to the theoretical completeness by analyzing all the products of the book category in Amazon online market. This research will complement the theories regard to the customer behavior affecting sales performance. We expect the empirical analysis result will provide empirical help to sellers, online marketplace operators, and customers. In particular, the number of letters in the product may negatively affect sales performance, so sellers need to consider this effect carefully when exposing product reviews.

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The effects of online product reviews on sales performance: Focusing on number, extremity, and length

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

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