IDEAS home Printed from https://ideas.repec.org/a/rom/mancon/v11y2017i1p188-195.html
   My bibliography  Save this article

The Impact Of Online Consumer Reviews’ Quantity And Rating On Buying Decisions: A Perspective From Romanian Market

Author

Listed:
  • Diana Maria VRANCEANU

Abstract

In online environment, in order to evaluate a product, the visitors have special searching behaviors, looking for information that might infer the product characteristics. One of the cues used by buyers in this respect is represented by online customer reviews, a form of word of mouth communication which might have important implications on consumer behavior. The present study aims to understand the influence of reviews’ quantity and rating on some behavioral variables: perceived quality, perceived value and shopping intentions. For this purpose, it was conducted a 2x2 marketing experiment on Romanian online potential buyers of an electronic product. The results highlight the predominance of reviews’ rating over reviews’ quantity, the first characteristic having a significant influence on the behavioral variables studied. These findings highlight the importance of online reviews as a mean to infer product quality or value and to increase shopping intentions. The managerial implications of the study regard the potential of customer reviews as a source of messages that could be used in firm's communication activities.

Suggested Citation

  • Diana Maria VRANCEANU, 2017. "The Impact Of Online Consumer Reviews’ Quantity And Rating On Buying Decisions: A Perspective From Romanian Market," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 188-195, November.
    • Handle: RePEc:rom:mancon:v:11:y:2017:i:1:p:188-195
    as

    Download full text from publisher

    File URL: https://conference.management.ase.ro/archives/2017/pdf/1_21.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yu, Shu-Fen, 2008. "Price perception of online airline ticket shoppers," Journal of Air Transport Management, Elsevier, vol. 14(2), pages 66-69.
    2. Pradeep K. Chintagunta & Shyam Gopinath & Sriram Venkataraman, 2010. "The Effects of Online User Reviews on Movie Box Office Performance: Accounting for Sequential Rollout and Aggregation Across Local Markets," Marketing Science, INFORMS, vol. 29(5), pages 944-957, 09-10.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mariani, Marcello M. & Fosso Wamba, Samuel, 2020. "Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies," Journal of Business Research, Elsevier, vol. 121(C), pages 338-352.
    2. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    3. Shijie Lu & Xin (Shane) Wang & Neil Bendle, 2020. "Does Piracy Create Online Word of Mouth? An Empirical Analysis in the Movie Industry," Management Science, INFORMS, vol. 66(5), pages 2140-2162, May.
    4. Joe Cox & Daniel Kaimann, 2013. "The Signaling Effect of Critics - Evidence from a Market for Experience Goods," Working Papers CIE 68, Paderborn University, CIE Center for International Economics.
    5. Cho, Daegon & Hwang, Youngdeok & Park, Jongwon, 2018. "More buzz, more vibes: Impact of social media on concert distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 103-113.
    6. Kunpeng Zhang & Wendy Moe, 2021. "Measuring Brand Favorability Using Large-Scale Social Media Data," Information Systems Research, INFORMS, vol. 32(4), pages 1128-1139, December.
    7. Tingting Song & Jinghua Huang & Yong Tan & Yifan Yu, 2019. "Using User- and Marketer-Generated Content for Box Office Revenue Prediction: Differences Between Microblogging and Third-Party Platforms," Service Science, INFORMS, vol. 30(1), pages 191-203, March.
    8. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    9. Xuemei Tian & Libo Liu, 2017. "Does big data mean big knowledge? Integration of big data analysis and conceptual model for social commerce research," Electronic Commerce Research, Springer, vol. 17(1), pages 169-183, March.
    10. Kaushik, Kapil & Mishra, Rajhans & Rana, Nripendra P. & Dwivedi, Yogesh K., 2018. "Exploring reviews and review sequences on e-commerce platform: A study of helpful reviews on Amazon.in," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 21-32.
    11. Karen Ruckman & Nilesh Saraf & Vallabh Sambamurthy, 2015. "Market Positioning by IT Service Vendors Through Imitation," Information Systems Research, INFORMS, vol. 26(1), pages 100-126, March.
    12. Sungsik Park & Woochoel Shin & Jinhong Xie, 2021. "The Fateful First Consumer Review," Marketing Science, INFORMS, vol. 40(3), pages 481-507, May.
    13. Li, Yimeng & Xiong, Yu & Mariuzzo, Franco & Xia, Senmao, 2021. "The underexplored impacts of online consumer reviews: Pricing and new product design strategies in the O2O supply chain," International Journal of Production Economics, Elsevier, vol. 237(C).
    14. Qihua Liu & Xiaoyu Zhang & Liyi Zhang & Yang Zhao, 2019. "The interaction effects of information cascades, word of mouth and recommendation systems on online reading behavior: an empirical investigation," Electronic Commerce Research, Springer, vol. 19(3), pages 521-547, September.
    15. Jang, Seongsoo & Chung, Jaihak, 2021. "What drives add-on sales in mobile games? The role of inter-price relationship and product popularity," Journal of Business Research, Elsevier, vol. 124(C), pages 59-68.
    16. Symitsi, Efthymia & Stamolampros, Panagiotis & Daskalakis, George & Korfiatis, Nikolaos, 2021. "The informational value of employee online reviews," European Journal of Operational Research, Elsevier, vol. 288(2), pages 605-619.
    17. Wang, Feng & Liu, Xuefeng & Fang, Eric (Er), 2015. "User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects," Journal of Retailing, Elsevier, vol. 91(3), pages 372-389.
    18. Liu, Yizao & Rui, Huaxia, 2014. "Social Media and Consumer Engagement in the Carbonated Soft Drinks Market," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 169815, Agricultural and Applied Economics Association.
    19. Guo, Yue & Barnes, Stuart J. & Jia, Qiong, 2017. "Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation," Tourism Management, Elsevier, vol. 59(C), pages 467-483.
    20. Min Chung Han, 2021. "Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 255-272, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:mancon:v:11:y:2017:i:1:p:188-195. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ciocoiu Nadia Carmen (email available below). General contact details of provider: https://edirc.repec.org/data/mnasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.