The impact of customer reviews and advertisement efforts on the performance of experience goods in electronic markets

Autor:	Bernd Frick, Daniel Kaimann
Přispěvatelé:	Department of Arts and Culture Studies
Jazyk:	angličtina
Rok vydání:	2017
Předmět:	Economics and Econometrics Download media_common.quotation_subject 05 social sciences Advertising App store Product (business) Unanimity 0502 economics and business 050211 marketing Quality (business) Relevance (information retrieval) Business 050207 economics Marketing Customer to customer Empirical evidence media_common
Zdroj:	Applied Economics Letters, 24(17), 1237-1240. Routledge
ISSN:	1466-4291 1350-4851
Popis:	When searching products online, costumers are facing a multitude of information signals of product quality they need to process – both separately and jointly – for relevance and reliability. A potentially reliable informations source is past experience of customers expressed in online reviews. In this article, we analyse the impact of customer reviews and additional signals of quality on buying behaviour in electronic markets. To empirically estimate and separate the effects, we use data from the Apple App Store covering 5792 daily observations from 2015. We find clear evidence to suggest that reviews and ads have a significantly positive influence on download rates. We also find empirical evidence to suggest that a considerable degree of interaction is important in explaining variations in market performance, especially between customer average ratings and unanimity of customer reviews.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d737f075db0fcf3f753f032575ff5aa7 https://pure.eur.nl/en/publications/e9a16765-e678-4ab2-bfab-8a9cfdce9bed Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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