MIS Quarterly, 2014, Volume 38,
Issue 3, Page 635-654.
Reviews and product recommendations at online stores have enabled customers to readily evaluate alternative products prior to any purchase. In this context, firms generate recommendations to refer customers to a wider variety of products. They also display customer-generated online reviews to facilitate evaluation of those recommended products. This study integrates these two IT artifacts to investigate consumer choice vis-à-vis competing products. We use a dataset we collected from Amazon.com consisting of books, sales ranks, recommendations, reviews, and reviewers. We derive the granular impact of reviews, product referrals, and reviewer opinions on the dynamics of product sales within a competitive market using comprehensive econometric analyses.
Keywords: Online review; eWOM; competition; recommendation system; instrument variable