Title :
Can Average Score of Online Reviews Reveal Product´s Real Quality?
Author :
Zhu YanChun ; Zhang Wei
Author_Institution :
Sch. of Econ. & Bus. Adm., Beijing Normal Univ., Beijing, China
Abstract :
As the new platform in e-commerce, online reviews change the purchase means of Internet consumers. Therefore, it is important to analyze the influence of online reviews on consumer purchase decisions in order to enhance the penetration ratio of Internet consumers in internet users of China. To further verify whether the product´s average scores can reveal the true quality of products, using empirical analysis and mathematical modeling methods, the paper makes a statistical description for the data about business war stories, home video and the bar phone on Amazon during from January to February of 2010. Finally, we found average score of online reviews may mislead the consumer purchasing decisions and give the rationalization proposals to Internet retailers and consumers, while noting the contributions and deficiencies of this article, and discusses the future research directions.
Keywords :
Internet; consumer behaviour; electronic commerce; reviews; statistical analysis; China; Internet consumers; Internet retailers; bar phone; business war stories; consumer purchase decisions; e-commerce; empirical analysis; home video; mathematical modeling methods; online reviews; statistical description; Educational institutions; Gaussian distribution; Internet; Mouth; Product design; Quality assessment; Standards; Internet consumers; average score of online reviews; consumer purchase decision;
Conference_Titel :
Management of e-Commerce and e-Government (ICMeCG), 2012 International Conference on
Conference_Location :
Beijing
Print_ISBN :
978-1-4673-2943-9
DOI :
10.1109/ICMeCG.2012.94
