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Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix

机译：在线消费者评论：口碑传播是营销传播组合的新要素

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As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper argues that online consumer review, a type of product information created by users based on personal usage experience, can serve as a new element in the marketing communications mix and work as free "sales assistants" to help consumers identify the products that best match their idiosyncratic usage conditions. nnThis paper develops a normative model to address several important strategic issues related to consumer reviews. First, we show when and how the seller should adjust its own marketing communication strategy in response to consumer reviews. Our results reveal that if the review information is sufficiently informative, the two types of product information, i.e., the seller-created product attribute information and buyer-created review information, will interact with each other. For example, when the product cost is low and/or there are sufficient expert (more sophisticated) product users, the two types of information are complements, and the seller's best response is to increase the amount of product attribute information conveyed via its marketing communications after the reviews become available. However, when the product cost is high and there are sufficient novice (less sophisticated) product users, the two types of information are substitutes, and the seller's best response is to reduce the amount of product attribute information it offers, even if it is cost-free to provide such information. We also derive precise conditions under which the seller can increase its profit by adopting a proactive strategy, i.e., adjusting its marketing strategies even before consumer reviews become available. Second, we identify product/market conditions under which the seller benefits from facilitating such buyer-created information (e.g., by allowing consumers to post user-based product reviews on the seller's website). Finally, we illustrate the importance of the timing of the introduction of consumer reviews available as a strategic variable and show that delaying the availability of consumer reviews for a given product can be beneficial if the number of expert (more sophisticated) product users is relatively large and cost of the product is low.
机译：在线消费品评论作为一种新型的口碑信息，是一种新兴的市场现象，在消费者的购买决策中起着越来越重要的作用。本文认为，在线消费者评论是用户根据个人使用经验创建的一种产品信息，可以充当营销传播组合中的新元素，并可以充当免费的“销售助手”来帮助消费者确定最匹配的产品他们的特质使用条件。 nn本文开发了一个规范模型来解决与消费者评论相关的几个重要战略问题。首先，我们展示了卖家应何时以及如何根据消费者的评论调整自己的营销传播策略。我们的结果表明，如果评论信息足够提供信息，则两种类型的产品信息，即卖方创建的产品属性信息和买方创建的评论信息，将相互影响。例如，当产品成本低和/或有足够的专家（更老练）的产品用户时，两种信息是互补的，卖方的最佳响应是增加通过其营销传播传达的产品属性信息的数量。评论发布后。但是，当产品成本很高并且有足够的新手（不太熟练）产品用户使用时，两种信息都是替代品，并且卖方的最佳响应是减少所提供的产品属性信息的数量，即使这是成本。 -免费提供此类信息。我们还得出了精确的条件，在这些条件下，卖方可以采取积极的策略来增加其利润，即，甚至在获得消费者评论之前就调整其营销策略。其次，我们确定产品/市场条件，在这种条件下，卖方可以从便利此类买方创建的信息中受益（例如，通过允许消费者在卖方网站上发布基于用户的产品评论）。最后，我们说明了将消费者评论作为战略变量推出的时机的重要性，并表明，如果专家（更复杂）的产品用户数量相对较大，则延迟给定产品的消费者评论的可用性可能是有益的。并且产品成本低。

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