Joint Effect of Different Dimensions of eWOM on Product Sales
Understanding the antecedents and consequences of electronic word-of-mouth (eWOM) is of significant theoretical value and great interest to both consumers and firms. To reconcile the disagreement in the relationship between eWOM and product sales, we investigate the joint effect of different dimensi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-06-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/13/7/311 |
| _version_ | 1797433458091360256 |
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| author | Xudong Liu Xianjiao Wu Qiang Ye |
| author_facet | Xudong Liu Xianjiao Wu Qiang Ye |
| author_sort | Xudong Liu |
| collection | DOAJ |
| description | Understanding the antecedents and consequences of electronic word-of-mouth (eWOM) is of significant theoretical value and great interest to both consumers and firms. To reconcile the disagreement in the relationship between eWOM and product sales, we investigate the joint effect of different dimensions of eWOM on the sales of durable goods (i.e., cars). Our study is based on eWOM collected from Autohome, a leading online review platform of automobiles in China. Our empirical results show that the volume and valence of eWOM positively affect car sales, and variance negatively affects car sales when the volume of eWOM is low. Further analyses of the joint effect show that the positive impact of eWOM volume on sales is stronger when the valence is lower and the variance is higher. This research contributes to the literature on eWOM and provides helpful suggestions for firms by shedding light on the joint effect of different dimensions of eWOM in the context of the Chinese automobile industry. |
| first_indexed | 2024-03-09T10:17:18Z |
| format | Article |
| id | doaj.art-6557f1d3ad7f421ba11113ef3690bfd7 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-09T10:17:18Z |
| publishDate | 2022-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-6557f1d3ad7f421ba11113ef3690bfd72023-12-01T22:16:47ZengMDPI AGInformation2078-24892022-06-0113731110.3390/info13070311Joint Effect of Different Dimensions of eWOM on Product SalesXudong Liu0Xianjiao Wu1Qiang Ye2School of Management, Harbin Institute of Technology, Harbin 150001, ChinaSchool of Management, Harbin Institute of Technology, Harbin 150001, ChinaSchool of Management, Harbin Institute of Technology, Harbin 150001, ChinaUnderstanding the antecedents and consequences of electronic word-of-mouth (eWOM) is of significant theoretical value and great interest to both consumers and firms. To reconcile the disagreement in the relationship between eWOM and product sales, we investigate the joint effect of different dimensions of eWOM on the sales of durable goods (i.e., cars). Our study is based on eWOM collected from Autohome, a leading online review platform of automobiles in China. Our empirical results show that the volume and valence of eWOM positively affect car sales, and variance negatively affects car sales when the volume of eWOM is low. Further analyses of the joint effect show that the positive impact of eWOM volume on sales is stronger when the valence is lower and the variance is higher. This research contributes to the literature on eWOM and provides helpful suggestions for firms by shedding light on the joint effect of different dimensions of eWOM in the context of the Chinese automobile industry.https://www.mdpi.com/2078-2489/13/7/311electronic word-of-mouthonline reviewscar sales |
| spellingShingle | Xudong Liu Xianjiao Wu Qiang Ye Joint Effect of Different Dimensions of eWOM on Product Sales Information electronic word-of-mouth online reviews car sales |
| title | Joint Effect of Different Dimensions of eWOM on Product Sales |
| title_full | Joint Effect of Different Dimensions of eWOM on Product Sales |
| title_fullStr | Joint Effect of Different Dimensions of eWOM on Product Sales |
| title_full_unstemmed | Joint Effect of Different Dimensions of eWOM on Product Sales |
| title_short | Joint Effect of Different Dimensions of eWOM on Product Sales |
| title_sort | joint effect of different dimensions of ewom on product sales |
| topic | electronic word-of-mouth online reviews car sales |
| url | https://www.mdpi.com/2078-2489/13/7/311 |
| work_keys_str_mv | AT xudongliu jointeffectofdifferentdimensionsofewomonproductsales AT xianjiaowu jointeffectofdifferentdimensionsofewomonproductsales AT qiangye jointeffectofdifferentdimensionsofewomonproductsales |