The inverted U-shape of consumer reviews and conversion rates: The moderating role of store longevity and transaction volume on service-selling platforms
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引用次数: 0
Abstract
This study investigates the intricate relationship between consumer review quantity and conversion rates on online service-selling platforms. Leveraging data from a large platform, the research uncovers an inverted U-shaped relationship, where conversion rates initially improve with increasing review quantity but decline once a threshold is exceeded. The study also explores how store longevity and transaction volume moderates this relationship, revealing that established stores and those with higher transaction volumes can mitigate the negative effects of excessive reviews. These findings offer actionable insights for platforms and merchants on balancing review quantity to optimize conversion rates. Moreover, the conduction of this study also underscores the importance of reassessing established theories in the evolving landscape of e-commerce.
本研究调查了在线服务销售平台上消费者评论数量与转化率之间错综复杂的关系。利用一个大型平台的数据，研究发现了一种倒 U 型关系，即随着评论数量的增加，转换率最初会有所提高，但一旦超过阈值，转换率就会下降。研究还探讨了店铺寿命和交易量如何调节这种关系，发现成熟的店铺和交易量较高的店铺可以减轻过多评论的负面影响。这些发现为平台和商家平衡评论数量以优化转换率提供了可操作的见解。此外，这项研究还强调了在不断变化的电子商务环境中重新评估既定理论的重要性。
期刊介绍：
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.
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