IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v25y2025i4d10.1007_s10660-023-09758-6.html
   My bibliography  Save this article

Influence of online consumer reviews on the sales of large household appliances: a survey in Romania

Author

Listed:
  • Razvan-Andrei Corbos

    (Bucharest University of Economic Studies)

  • Ovidiu-Iulian Bunea

    (Bucharest University of Economic Studies)

  • Andreea Breazu

    (Bucharest University of Economic Studies)

Abstract

The advent of online shopping has reshaped the way consumers make purchasing decisions, necessitating a comprehensive understanding of the profound influence wielded by online customer reviews. This study adopts a rigorous approach to examine the impact of online reviews on the sales of large household appliances in the Romanian market, delving into critical factors such as customer trust, review volume, and the disruptive influence of the COVID-19 pandemic. By meticulously analyzing 404 responses obtained through an online questionnaire, employing advanced statistical techniques using IBM SPSS, we uncover remarkable insights that shed light on the intricacies of consumer behavior. The findings of this study corroborate previous research, revealing the pivotal role played by customer trust in online reviews and the significant impact of review volume on purchase intentions. The evidence supports the notion that these factors directly shape consumer behavior and exert a tangible influence on sales outcomes. However, intriguingly, our investigation reveals no substantial association between the pandemic and consumers' intention to purchase large appliances, underscoring the resilience of consumer decision-making processes during times of disruption. Drawing practical implications from our findings, we advocate for a strategic focus on trust-building initiatives, the amplification of review volumes, and the proactive management of negative feedback. Businesses operating in the realm of large household appliances in Romania can capitalize on these insights to enhance their sales performance, cultivate customer loyalty, and thrive in the highly competitive online marketplace. Furthermore, our scholarly contributions extend beyond the immediate scope of this study. By recognizing the significance of customer trust and review volume as influential factors in consumer behavior, we beckon future researchers to explore additional dimensions of this relationship. Promising avenues for further investigation include conducting nuanced analyses across different types of appliances, investigating the moderating effects of demographic variables, and undertaking cross-country comparisons to expand the generalizability of findings.

Suggested Citation

  • Razvan-Andrei Corbos & Ovidiu-Iulian Bunea & Andreea Breazu, 2025. "Influence of online consumer reviews on the sales of large household appliances: a survey in Romania," Electronic Commerce Research, Springer, vol. 25(4), pages 2503-2524, August.
    • Handle: RePEc:spr:elcore:v:25:y:2025:i:4:d:10.1007_s10660-023-09758-6
    DOI: 10.1007/s10660-023-09758-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-023-09758-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10660-023-09758-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    2. Razvan-Andrei CORBOS & Ovidiu-Iulian BUNEA & Andreea BREAZU, 2022. "A Bibliometric Analysis Of Scientific Production Concerning Online Consumer Reviews And The Sale Of Home Appliances," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 249-262, November.
    3. Duan, Yongrui & Liu, Tonghui & Mao, Zhixin, 2022. "How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Matthias Fabian Gregersen Trischler & Jason Li-Ying, 2023. "Digital business model innovation: toward construct clarity and future research directions," Review of Managerial Science, Springer, vol. 17(1), pages 3-32, January.
    5. Rae Yule Kim, 2021. "When does online review matter to consumers? The effect of product quality information cues," Electronic Commerce Research, Springer, vol. 21(4), pages 1011-1030, December.
    6. R. Filieri & Fraser Mcleay & Bruce Tsui & Zhibin Lin, 2018. "Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services," Post-Print hal-04779103, HAL.
    7. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    8. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    9. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    10. Mithun S. Ullal & Cristi Spulbar & Iqbal Thonse Hawaldar & Virgil Popescu & Ramona Birau, 2021. "The impact of online reviews on e-commerce sales in India: a case study," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 34(1), pages 2408-2422, January.
    11. Chris Forman & Anindya Ghose & Batia Wiesenfeld, 2008. "Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets," Information Systems Research, INFORMS, vol. 19(3), pages 291-313, September.
    12. Hansen, Flemming, 1976. "Psychological Theories of Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(3), pages 117-142, December.
    13. Yang Liu & Juan Feng & Xiuwu Liao, 2017. "When Online Reviews Meet Sales Volume Information: Is More or Accurate Information Always Better?," Information Systems Research, INFORMS, vol. 28(4), pages 723-743, December.
    14. M. Huang & A. D. Pape, 2020. "The Impact of Online Consumer Reviews on Online Sales: The Case-Based Decision Theory Approach," Journal of Consumer Policy, Springer, vol. 43(3), pages 463-490, September.
    15. Tim Kollmer & Andreas Eckhardt & Victoria Reibenspiess, 2022. "Explaining consumer suspicion: insights of a vignette study on online product reviews," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1221-1238, September.
    16. Li, Kunlin & Chen, Yuhan & Zhang, Liyi, 2020. "Exploring the influence of online reviews and motivating factors on sales: A meta-analytic study and the moderating role of product category," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    17. Muhammad Rifki Shihab & Audry Pragita Putri, 2019. "Negative online reviews of popular products: understanding the effects of review proportion and quality on consumers’ attitude and intention to buy," Electronic Commerce Research, Springer, vol. 19(1), pages 159-187, March.
    18. Park, Sangwon & Nicolau, Juan L., 2015. "Asymmetric effects of online consumer reviews," Annals of Tourism Research, Elsevier, vol. 50(C), pages 67-83.
    19. Pan, Yue & Zhang, Jason Q., 2011. "Born Unequal: A Study of the Helpfulness of User-Generated Product Reviews," Journal of Retailing, Elsevier, vol. 87(4), pages 598-612.
    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. Juan Feng & Xin Li & Xiaoquan (Michael) Zhang, 2019. "Online Product Reviews-Triggered Dynamic Pricing: Theory and Evidence," Information Systems Research, INFORMS, vol. 30(4), pages 1107-1123, December.
    2. Yani Wang & Jun Wang & Tang Yao, 2019. "What makes a helpful online review? A meta-analysis of review characteristics," Electronic Commerce Research, Springer, vol. 19(2), pages 257-284, June.
    3. Hossin Md Altab & Mu Yinping & Hosain Md Sajjad & Adasa Nkrumah Kofi Frimpong & Michelle Frempomaa Frempong & Stephen Sarfo Adu-Yeboah, 2022. "Understanding Online Consumer Textual Reviews and Rating: Review Length With Moderated Multiple Regression Analysis Approach," SAGE Open, , vol. 12(2), pages 21582440221, June.
    4. Zheng, Lili, 2021. "The classification of online consumer reviews: A systematic literature review and integrative framework," Journal of Business Research, Elsevier, vol. 135(C), pages 226-251.
    5. Pooja Katyal & Reetika Sehgal, 2025. "Unraveling the impact of online consumer reviews on consumer buying behavior," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 16(1), pages 330-345, January.
    6. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    7. Lutz, Bernhard & Pröllochs, Nicolas & Neumann, Dirk, 2022. "Are longer reviews always more helpful? Disentangling the interplay between review length and line of argumentation," Journal of Business Research, Elsevier, vol. 144(C), pages 888-901.
    8. Yabing Jiang & Hong Guo, 2012. "Design of Consumer Review Systems and Product Pricing," Working Papers 12-10, NET Institute.
    9. Dominik Gutt & Jürgen Neumann & Steffen Zimmermann & Dennis Kundisch & Jianqing Chen, 2018. "Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes," Working Papers Dissertations 42, Paderborn University, Faculty of Business Administration and Economics.
    10. Marchand, André & Hennig-Thurau, Thorsten & Wiertz, Caroline, 2017. "Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 336-354.
    11. Jifeng Luo & Ying Rong & Huan Zheng, 2020. "Impacts of logistics information on sales: Evidence from Alibaba," Naval Research Logistics (NRL), John Wiley & Sons, vol. 67(8), pages 646-669, December.
    12. Dongpu Fu & Yili Hong & Kanliang Wang & Weiguo Fan, 2018. "Effects of membership tier on user content generation behaviors: evidence from online reviews," Electronic Commerce Research, Springer, vol. 18(3), pages 457-483, September.
    13. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    14. Zhen Li & Fangzhou Li & Jing Xiao & Zhi Yang, 2020. "Topic Features in Negative Customer Reviews: Evidence Based on Text Data Mining," The Review of Socionetwork Strategies, Springer, vol. 14(1), pages 19-40, April.
    15. Michael Scholz & Verena Dorner, 2013. "The Recipe for the Perfect Review?," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(3), pages 141-151, June.
    16. 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.
    17. 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.
    18. Moradi, Masoud & Dass, Mayukh & Kumar, Piyush, 2023. "Differential effects of analytical versus emotional rhetorical style on review helpfulness," Journal of Business Research, Elsevier, vol. 154(C).
    19. Yufei Zhang & Clay M. Voorhees & G. Tomas M. Hult, 2024. "Dynamic interplays between online reviews and marketing promotions," Journal of the Academy of Marketing Science, Springer, vol. 52(6), pages 1820-1841, November.
    20. Guha Majumder, Madhumita & Dutta Gupta, Sangita & Paul, Justin, 2022. "Perceived usefulness of online customer reviews: A review mining approach using machine learning & exploratory data analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 147-164.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:spr:elcore:v:25:y:2025:i:4:d:10.1007_s10660-023-09758-6. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.