EXPRESS: The Impact of Negative Reviews on Online Search and Purchase Decisions

IF 5.1 1区管理学 Q1 BUSINESS Journal of Marketing Research Pub Date : 2023-07-14 DOI:10.1177/00222437231190874

Márton Varga, Paulo Albuquerque

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引用次数: 1

Abstract

Despite evidence indicating the significant influence of online reviews on purchase decisions, even after taking into account a product's average rating (Vana and Lam-brecht 2021), the underlying factors responsible for this effect and the broader impact of reviews on consumer decision-making remain uncertain. This study uses click-stream data from a major online retailer to explore how negative reviews affect consumer search and purchase decisions. Leveraging exogenous variation created by the display of online reviews sorted by recency, the authors find that negative reviews significantly reduce a product's purchase probability because they (1) contrast with the often-high average product rating, (2) decrease the probability that consumers continue browsing for information about the focal product, (3) increase the probability of visiting the page of substitute products, and (4) increase the probability of viewing reviews about substitute products. Importantly, these effects apply to utilitarian products but not hedonic products and when reviews pertain to product functionality or customer service but not to taste-related factors. The authors estimate a product's vulnerability to negative reviews along two dimensions—purchase and search probability for substitutes and display these effects on a two-dimensional map.

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EXPRESS:负面评论对在线搜索和购买决策的影响

尽管有证据表明在线评论对购买决策有重大影响，但即使考虑到产品的平均评级（Vana和Lam brecht 2021），造成这种影响的根本因素以及评论对消费者决策的更广泛影响仍然不确定。这项研究使用了来自一家主要在线零售商的点击流数据，探讨负面评论如何影响消费者的搜索和购买决策。利用根据最近度排序的在线评论显示所产生的外生变化，作者发现负面评论显著降低了产品的购买概率，因为它们（1）与通常较高的平均产品评级形成对比，（2）降低了消费者继续浏览有关焦点产品信息的概率，（3）增加访问替代产品页面的概率，以及（4）增加查看关于替代产品的评论的概率。重要的是，这些影响适用于实用产品，但不适用于享乐产品，当评论涉及产品功能或客户服务，但不涉及口味相关因素时。作者从两个维度估计了产品容易受到负面评价的影响——购买和搜索替代品的概率，并将这些影响显示在二维地图上。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Research BUSINESS-

CiteScore

10.30

自引率

6.60%

发文量

期刊介绍： JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.