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When Seeing Helps Believing: The Interactive Effects of Previews and Reviews on E-Book Purchases

Author

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  • Angela Aerry Choi

    (College of Business, Florida State University, Tallahassee, Florida 32306)

  • Daegon Cho

    (College of Business, Korea Advanced Institute of Science and Technology, Seoul 02455, Korea)

  • Dobin Yim

    (School of Business, Loyola University Maryland, Baltimore, Maryland 21210)

  • Jae Yun Moon

    (Business School, Korea University, Seoul 02841, Korea)

  • Wonseok Oh

    (College of Business, Korea Advanced Institute of Science and Technology, Seoul 02455, Korea)

Abstract

Online reviews offer consumers the indirect experience of products through others’ consumption evaluations, whereas previews afford them direct experience through product trials. Although conceptual and empirical studies on the business ramifications of online reviews abound, little is known about how online previews moderate the effects of online reviews on sales. To cast light on this issue, the current research investigated the interactive effects of exposure to online previews and reviews on individual purchase decisions. We analyzed a unique two-month panel data set on 270,260 sessions that comprise clickstream data on consumers’ exposure to previews and reviews and data on their subsequent purchase behaviors. On the basis of analyses underlain by a two-stage hierarchical Bayesian framework, we found that online previews positively influence individual purchase decisions. More importantly, significant interactions exist between previews and reviews, as evidenced by the decreasing positive effect of previews with increasing review volume and average review rating. In addition, previews can complement reviews when a high variance in the latter renders purchase decisions difficult. We further examined the sequence effect of exposure to previews and reviews and discovered that exposure to previews following the experience of reviews may exert a considerable positive influence on individual purchase decisions. The results from an additional field experiment and a text-based sentiment analysis reinforced the validity of our main findings by mitigating concerns regarding the endogeneity and the accuracy of the review quality, respectively. The findings provide practical implications with regard to the design of optimal strategies for releasing preview information to digital platforms.

Suggested Citation

  • Angela Aerry Choi & Daegon Cho & Dobin Yim & Jae Yun Moon & Wonseok Oh, 2019. "When Seeing Helps Believing: The Interactive Effects of Previews and Reviews on E-Book Purchases," Information Systems Research, INFORMS, vol. 30(4), pages 1164-1183, December.
    • Handle: RePEc:inm:orisre:v:30:y:2019:i:4:p:1164-1183
    DOI: 10.1287/isre.2019.0857
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    7. Kummer, Michael E. & Laitenberger, Ulrich & Rich, Cyrus E. & Hughes, Danny R. & Ayer, Turgay, 2021. "Healthy reviews! Online physician ratings reduce healthcare interruptions," ZEW Discussion Papers 21-075, ZEW - Leibniz Centre for European Economic Research.
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