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

机译：水平细分产品市场中的消费者细分和在线评论的信息规则

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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.

机译：先前的研究从总体上探讨了在线评论对产品销售的影响。这项研究通过调查在线评论如何在水平差异化的产品市场中的个人消费者层面上起作用，为文献做出了贡献。我们使用来自中国一个受欢迎的评论网站的数据和消费者的实际就餐记录，以经验检验我们的假设。我们发现有证据表明，在线评论的信息作用受消费者地理位置的影响。我们的结果对通过当地市场广告进行的消费者细分和目标消费者具有影响。

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来源
《E-Life: web-enabled convergence of commerce, work, and social life》|2011年|p.225-233|共9页
会议地点 Shanghai(CN);Shanghai(CN)
作者
Qingliang Wang; Khim Yong Goh;
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作者单位

15 Computing Drive, Singapore, Republic of Singapore National University of Singapore;

15 Computing Drive, Singapore, Republic of Singapore National University of Singapore;

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会议组织
原文格式 PDF
正文语种 eng
中图分类电子贸易、网上贸易;
关键词
consumer segmentation; online reviews; economics of information; horizontal differentiation; geographical location;

机译：消费者细分；在线评论；信息经济学;水平差异;地理位置;

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1. Product differentiation and market segmentation in applesauce: using a choice experiment to assess the value of organic, local, and nutrition attributes. (Special Issue: Promotion through consumer information on food product credence attributes.) [J] . James J. S., Rickard B. J., Rossman W. J. Agricultural and Resource Economics Review . 2009,第3期

机译：苹果酱的产品差异化和市场细分：使用选择实验评估有机，本地和营养属性的价值。（特刊：通过消费者提供的有关食品信誉属性的信息进行推广。）
2. RubE: Rule-based methods for extracting product features from online consumer reviews [J] . Kang Yin, Zhou Lina Information & Management . 2017,第2期

机译：RubE：从在线消费者评论中提取产品特征的基于规则的方法
3. The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market [J] . Jang Seongsoo, Chung Jaihak, Rao Vithala R. Journal of Business Research . 2021,第Juna期

机译：在线消费者审查产品销售的功能和情感内容的重要性：来自移动游戏市场的证据
4. Consumer Segmentation and the Information Rule of Online Reviews in Horizontally Differentiated Product Markets [C] . Qingliang Wang, Khim Yong Goh Workshop on E-Business . 2012

机译：消费者细分和水平差异化产品市场在线评审的信息规则
5. Factors influencing consumers' trust perceptions of online product reviews: A study of the tourism and hospitality online product review systems. [D] . Racherla, Pradeep. 2008

机译：影响消费者对在线产品评论的信任感的因素：旅游和酒店在线产品评论系统的研究。
6. Text mining datasets of β-hydroxybutyrate (BHB) supplement products’ consumer online reviews [O] . Ji Li, Dan Lowe, Luke Wayment, 2020

机译：β-羟基丁酸酯（BHB）补充产品的消费者在线评论的文本挖掘数据集
7. Online consumers reviews: examining the moderating effects of product type and product popularity on the review impact on sales [O] . Moen, Øystein, Havro, Lars Jaako, Bjering, Einar 2017

机译：在线消费者评论：检查产品类型和产品受欢迎程度对审核对销售影响的调节作用

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

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