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01-Applied Mathematics & Information Sciences
An International Journal


Volumes > Volume 9 > No. 2L


Impact of Online Consumer Reviews on Product Sales: Quantitative Analysis of the Source Effect

PP: 373-387
Sung Ho Ha, Soon yong Bae, Lee Kyeong Son,
Objective: This study tries to analyze the source effect of online consumer reviews such as seller-site, seller-blogger, and personal-blogger reviews and focus especially on close relationships between online consumer reviews and product sales. Method: Hypotheses were proposed as to whether online consumer reviews from different sources have differential effects on product sales. Experimental data were obtained from an online bookseller. Regression analysis was adopted to test hypotheses. Conclusions: Several important findings emerged from the results: 1) online consumer reviews that came from different sources had differential impacts on product sales, and the effect of personal blogger reviews was most influential among the three kinds of reviews; and 2) the manner by which consumers used online consumer reviews varied with the source of reviews. These findings suggest useful implications for online sellers in terms of how to manage online consumer reviews, especially personal blogger reviews.

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