The effect of word of mouth on sales: Online book reviews

被引：3535

作者：

Chevalier, Judith A. ^{[1
]}

Mayzlin, Dina ^{[1
]}

机构：

[1] Yale Univ, Sch Management, New Haven, CT 06520 USA

来源：

JOURNAL OF MARKETING RESEARCH | 2006年 / 43卷 / 03期

关键词：

D O I：

10.1509/jmkr.43.3.345

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：345 / 354

页数：10

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