Consumer Segmentation and the Information Rule of Online Reviews in Horizontally Differentiated Product Markets

被引：0
|
作者：
Wang, Qingliang [1 ]
Goh, Khim Yong [1 ]
机构：
[1] Natl Univ Singapore, Singapore 117548, Singapore
来源：
E-LIFE: WEB-ENABLED CONVERGENCE OF COMMERCE, WORK, AND SOCIAL LIFE | 2012年 / 108卷
关键词：
consumer segmentation; online reviews; economics of information; horizontal differentiation; geographical location; WORD-OF-MOUTH; SALES; IMPACT;
D O I：
暂无
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Previous studies have explored the impact of online reviews on product sales at the aggregate level. This study contributes to the literature by investigating how online reviews take effect at the individual consumer level in a horizontally differentiated product market. We empirically test our hypotheses using data from a popular review website in China and consumers' actual dining records. We find evidence that the information role of online reviews is moderated by consumers' geographical locations. Our results have implications for consumer segmentation and targeting of consumers through local market advertising.
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页码：225 / 233
页数：9
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