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首页> 外文会议>AMA Marketing Educators Conference >User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects
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User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects

机译：用户评论差异，评论家评测差异和产品销售：探索客户广度和深度效果

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Online user reviews constitute a new element of the marketing communication mix that has the potential to significantly affect product sales. A general consensus holds that a positive valence of user reviews benefits product sales, yet the effect of variance is less intuitive and current findings are mixed. We argue that user reviews variance actually constitutes a double-edged sword that can either hurt or help product sales, depending on the variance of critic reviews and other quality signals. Three complementary studies in multiple-industries (movies, digital cameras, books) with multiple methods (secondary data analysis and behavioral experiment) reveal three key insights in this setting. First, after rec-ognizing a high variance in user reviews, many potential buyers may simply exclude the focal product from their consideration sets for fear that the focal product may not be what they are looking for, which is termed the customer breadth effect. Second, high user reviews variance, in combination with high critic reviews variance, can elicit a sense of uniqueness and thus enhance purchase intentions of consumers, which is termed the customer depth effect. Third, quality signals (e.g., product cost and product extension) can strengthen the positive customer depth effect. The overall influence of user reviews variance on product sales thus depends on the relative strength of the customer breadth and depth effect. The eventual outcomes can be negative, insignificant, or even positive. These findings have critical theoretical and managerial implications.
机译：在线用户评论构成了营销通信组合的新元素，有可能会显着影响产品销售。一般性共识持有，用户评论的积极价值效益产品销售，但差异的效果不太直观，目前的发现是混合的。我们认为用户评论方案实际上构成了一种双刃剑，可以伤害或帮助产品销售，具体取决于评分评价和其他质量信号的方差。多个行业（电影，数码相机，书籍）的三项互补研究，具有多种方法（二级数据分析和行为实验）揭示了这一环境中的三个关键见解。首先，在用户评论中认识到高方差后，许多潜在的买家可以简单地将焦点产品从他们的考虑集中排除，因为担心焦点产品可能不是他们正在寻找的，这被称为客户广度效果。二，用户评论方差，结合高评论评价差异，可以引起唯一性感，从而加强消费者的购买意图，这是称赞客户深度效应。第三，质量信号（例如，产品成本和产品扩展）可以增强积极的客户深度效果。用户评论对产品销售方差的总体影响取决于客户广度和深度效果的相对强度。最终结果可能是负面的，微不足道的，甚至是积极的。这些调查结果具有重要的理论和管理意义。

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