Next Article in Journal
A New Measure of Complementarity in Market Basket Data
Previous Article in Journal
Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model
Open AccessArticle

Online Reviews and Product Sales: The Role of Review Visibility

Department of Management, Public University of Navarre, 31006 Pamplona, Spain
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 638-669; https://doi.org/10.3390/jtaer16040038
Received: 23 November 2020 / Revised: 22 December 2020 / Accepted: 31 December 2020 / Published: 5 January 2021
When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) When every online review is assumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales. View Full-Text
Keywords: eWOM; electronic word of mouth; user-generated content; online reviews; product sales; information accessibility; information overload; sorting eWOM; electronic word of mouth; user-generated content; online reviews; product sales; information accessibility; information overload; sorting
Show Figures

Figure 1

MDPI and ACS Style

Alzate, M.; Arce-Urriza, M.; Cebollada, J. Online Reviews and Product Sales: The Role of Review Visibility. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 638-669.

AMA Style

Alzate M, Arce-Urriza M, Cebollada J. Online Reviews and Product Sales: The Role of Review Visibility. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):638-669.

Chicago/Turabian Style

Alzate, Miriam; Arce-Urriza, Marta; Cebollada, Javier. 2021. "Online Reviews and Product Sales: The Role of Review Visibility" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 638-669.

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop