Earticle

초록

영어

Online customer reviews (i.e., electronic word-of-mouth) has gained considerable interest over the past years. However, a knowledge gap exists in explaining the mechanisms among the factors that determine the product sales in online retailing environment. To fill the gap, this study adopts a principal-agent perspective to investigate the effect of customer reviews and customer incentives on product sales in online retail stores. Two customer review factors (i.e., average review ratings and the number of reviews) and two customer incentive factors (i.e., price discounts and special shipping offers) are used to predict product sales in regression analysis. The sales ranking data collected from the video game titles at Amazon.com are used to analyze the direct effects of the four factors and the interaction effects between customer review and customer incentive factors to product sales. Result reveals that most relationships exist as hypothesized. The findings support both the direct and interaction effects of customer reviews and incentive factors on product sales. Based on the findings, discussions are provided with regard to the academic and practical contributions.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Theoretical Background
  2.1. Principal and Agent Perspective
 Ⅲ. Hypotheses and Research Model
  3.1. The Role of Customer Reviews on Product Sales
  3.2. The Role of Customer Incentives on Product Sales
  3.3. The Interaction Effects of Online Reviews and Incentives on Product Sales
 Ⅳ. Research Methods
  4.1. Data
  4.2. Statistical Analysis
  4.3. Analysis Results
 Ⅴ. Discussions
 Ⅵ. Conclusions
 

저자

• J. B. Kim [ Visiting Assistant Professor, Robert A. Foisie School of Business, Worcester Polytechnic Institute, MA, USA ] Corresponding Author
• Soo Il Shin [ Assistant Professor, Austin E. Cofrin School of Business, University of Wisconsin - Green Bay, WI, USA. ]

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