The influence of online word of mouth on product sales in retail e-commerce: An empirical investigation

Alanah Davis, Deepak Khazanchi

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Scopus citations

Abstract

The ability to exchange opinions and experiences online is known as online word of mouth (WOM). Due to the high acceptance of consumers and their apparent reliance on online WOM it is important for organizations to understand how it works and what kind of impact it has on product sales. Using the well established notions of volume and valence to describe online WOM, we empirically evaluate the hypothesized relationship between online WOM in a retail e-commerce site and actual product sales. Our analysis of the data shows that there is a significant change in the number of products sold following the addition of online WOM to a retail e-commerce site's product pages. Additionally, only the volume dimension of online WOM, measured by the number of customer review comments, is shown to have an influence on product sales.

Original languageEnglish (US)
Title of host publicationAssociation for Information Systems - 13th Americas Conference on Information Systems, AMCIS 2007
Subtitle of host publicationReaching New Heights
Pages2149-2157
Number of pages9
StatePublished - 2007
Event13th Americas Conference on Information Systems, AMCIS 2007 - Keystone, CO, United States
Duration: Aug 10 2007Aug 12 2007

Publication series

NameAssociation for Information Systems - 13th Americas Conference on Information Systems, AMCIS 2007: Reaching New Heights
Volume3

Conference

Conference13th Americas Conference on Information Systems, AMCIS 2007
CountryUnited States
CityKeystone, CO
Period8/10/078/12/07

Keywords

  • Consumer virtual opinion platforms
  • Online customers
  • Online marketing
  • Online retailers
  • Online word of mouth

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Information Systems
  • Library and Information Sciences

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