دانلود رایگان مقاله اثرات بررسی آنلاین در توضیحات در مورد فروش و تعدیل نقش شهرت

Abstract

This study explores the effects of online reviews embedded in the product description (OED) on sales. Drawing on the frameworks of previous studies on the saliency effect, the effects of online reviews, and seller reputation on sales, we propose that from the perspective of saliency effect, OED is a helpful tool for making purchase decisions, and reputation plays a moderating role in the relationship between OED and sales. We explore experimentally and empirically the roles of OED and reputation. Results indicate that OED has a positive effect on sales, and a high reputation strengthens the impact of OED on sales. Our findings demonstrate the importance of OED and reputation, as well as their significant practical implications for customers and online sellers.

6. Conclusion

This study sheds light on a previously overlooked yet important research problem, that is, the effect of OED on online sales. As highlighted in the eye-tracking experiment results, OED is a helpful tool for making purchase decisions, and a high reputation will strengthen the impact of OED on sales. The empirical results in Study 2 suggest that OED has a positive effect on sales. In terms of the factors that moderate the relationship between OED and sales, OED will produce a significant effect when sellers have a high reputation. To our knowledge, this study is one of the first to examine the role of OED both experimentally and empirically. This study contributes to e-commerce literature by identifying the effect of OED on sales based on saliency effects. OED is helpful not only for customers but also for sellers because it produces a significant effect on sales. Therefore, sellers or companies in C2C platforms must consider inserting online reviews in their product descriptions. The moderating role of reputation is also validated in this study, which provides a clear understanding of the effect of OED on sales according to seller classification.