PACIS 2021 Proceedings
Impact of Online Reviews on Product Sales: The Role of Default Good Reviews and Reviewer Characteristics
Some online selling platforms have been recently using a default good reviews strategy to manipulate product reviews under which online feedback systems default reviews that have not been scored by buyers within a specified period to positive. A key concern for the default good reviews rule is that it can cast doubts on the association between product quality and online reviews, and might be a hamper to the reliability of online feedback mechanisms. This article examines how default good reviews and reviewer characteristics moderate the influence of online reviews on product sales. We extend previous research by incorporating both seller and reviewer’s credit score in online feedback, in particular, we consider what role reviewer self-disclosure play in affecting product sales. To validate the research model, we collected a longitudinal data set of 650 Taobao sellers over a period of 11 months
An, Haiyuan; Li, Wenli; Dong, Yuting; and Liu, Nian, "Impact of Online Reviews on Product Sales: The Role of Default Good Reviews and Reviewer Characteristics" (2021). PACIS 2021 Proceedings. 70.
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