Journal article
An empirical study on the impact of online word-of-mouth sources on retail sales
Information discovery and delivery, Vol.45(1), pp.30-35
02/20/2017
DOI: 10.1108/IDD-11-2016-0039
Abstract
Purpose
This study aims to analyze the impact of the source of online word-of-mouth (WOM) on retail sales. Specifically, the authors focus on the relative impact of external and internal WOMs on book sales.
Design/methodology/approach
An empirical analysis is conducted with a panel data of sales and WOM for 87 books from Dangdang and Douban over a 14-day period based on two generalized least square regression models.
Findings
Results suggest that both internal WOM and external WOM have significant impact on product sales, and the impact of external WOM is relatively more significant.
Social implications
WOM, especially the external WOM, plays an important role in consumers’ online purchase decisions.
Originality/value
This study is helpful for retailers to better understand the factors influencing the sales and thereby forecast the future sales more precisely. Besides, the research conclusion could also enlighten related decision makers to constantly improve technical platforms.
Details
- Title: Subtitle
- An empirical study on the impact of online word-of-mouth sources on retail sales
- Creators
- Hong HongDi XuDapeng XuG. Alan WangWeiguo Fan
- Resource Type
- Journal article
- Publication Details
- Information discovery and delivery, Vol.45(1), pp.30-35
- Publisher
- Emerald Publishing Limited
- DOI
- 10.1108/IDD-11-2016-0039
- ISSN
- 2398-6247
- eISSN
- 2398-6255
- Language
- English
- Date published
- 02/20/2017
- Academic Unit
- Business Analytics
- Record Identifier
- 9984083244902771
Metrics
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