Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics
利用视频游戏行业数据，发现产品流行度和消费者互联网经验会调节在线评论对销售的影响，评论对冷门游戏和经验丰富的玩家影响更大。
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The article shows differential impact of consumer reviews across products in the same product category and suggests that firms’ online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light of the increased share of niche products in recent years.