The impact of customer-generated evaluation information on sales in online platform-based markets |
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| Affiliation: | 1. Aeronautics Institute of Technology - ITA, Praça Marechal Eduardo Gomes 50, Vila das Acácias, São José dos Campos, SP, 12228-900, Brazil;2. Federal University of Goiás - UFG, Faculty of Science and Technology, Mucuri S/N - Setor Conde dos Arcos - Aparecida de Goiânia Campus, GO, 74968-755, Brazil;1. Department of Industrial and Information Management, Center for Innovative FinTech Business Models, National Cheng Kung University, Taiwan;2. Department of Industrial Management and Enterprise Information, Aletheia University, Taiwan;3. Department of Industrial and Information Management, National Cheng Kung University, Taiwan;1. Macau University of Science and Technology. School of Business Macau University of Science and Technology Avenida Wai Long, Taipa, Macao, PR China;2. Chongqing University of Technology College of Mechanical Engineering Chongqing University of Technology Chongqing, 400054, China;3. Jinan University Management School Jinan University, Guangzhou, 510632, PR China;4. Jinan University Institute of Physical Internet Jinan University (Zhuhai Campus), 519070, Zhuhai, PR China;5. Macau University of Science and Technology School of Business Macau University of Science and Technology Avenida Wai Long, Taipa, Macao, PR China;6. Jinan University School of Intelligent Systems Science and Engineering Jinan University (Zhuhai Campus), 519070, Zhuhai, PR China;7. Jinan University Institute of the Belt and Road & Guangdong-Hong Kong-Macao Greater Bay Area Jinan University Guangzhou,510632, PR China;1. Department of Marketing, Honorary Professor of International Studies, McCoy College of Business, Texas State University, 601 University Drive, McCoy Hall – Office 424D, San Marcos, TX, 78666, USA;2. Department of Mgmt., Mktg., & I.S., College of Business Administration, Sam Houston State University, SHSU Box 2056, Huntsville, TX, 7734, USA;3. Marketing Department, College of Business, Florida Atlantic University, 3200 College Avenue Davie, FL, 33314, USA;1. Business School, Zhengzhou University, Zhengzhou, China;2. School of Management, Harbin Institute of Technology, Harbin, China;1. National Sun Yat-Sen University, Department of Business Management, 70 Lien-hai Rd, Kaohsiung, 804, Taiwan, ROC;2. National Taichung University of Education, International Master of Business Administration, Yingcai Campus No.227, Minsheng Rd, West Dist, Taichung City, 40359, Taiwan, ROC |
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| Abstract: | As the online platform-based market expands, research into the impact of consumer-accessible information in this market on performance has received significant attention in recent years. In this study, we focus on customer-generated evaluation information (CGEI). The purpose of this study is to demonstrate the effect of CGEI—both quantitative (i.e., star rating, star rating volume) and qualitative (i.e., customer review content) aspects—on actual sales in an online platform-based market. We analyze the regression of quantitative GCEI on sales and for qualitative GCEI we apply the Latent Dirichlet Allocation (LDA) topic modeling. We discover that star ratings do not always lead to increased sales, implying that star ratings and sales have an inverted U-shaped relationship. Furthermore, the results demonstrate that star rating volume has a positive effect on sales. We reveal that the review contents of product quality and added value have a positive effect on sales, whereas those of seller service have no effect on sales. This study provides some insight into how customer-generated information can increase actual sales in online platform-based markets. |
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| Keywords: | Customer-generated evaluation information Online-platform based market Star rating Customer review Topic modeling CGEI" },{" #name" :" keyword" ," $" :{" id" :" pc_0SvbWim57N" }," $$" :[{" #name" :" text" ," _" :" Customer-generated evaluation information |
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