More than words: the influence of affective content and linguistic style matches in online reviews on conversion rates

Content Provider	Semantic Scholar
Author	Ludwig, Stephan Ruyter, Ko de Friedman, Michael Belais Brüggen, Elisabeth Wetzels, Martin Pfann, Gerard A.
Copyright Year	2013
Abstract	Abstract Customers increasingly rely on other consumers' reviews to make purchase decisions online. New insights into the customer review phenomenon can be derived from studying the semantic content and style properties of verbatim customer reviews to examine their influence on online retail sites' conversion rates. The authors employ text mining to extract changes in affective content and linguistic style properties of customer book reviews on Amazon.com. A dynamic panel data model reveals that the influence of positive affective content on conversion rates is asymmetrical, such that greater increases in positive affective content in customer reviews have a smaller effect on subsequent increases in conversion rate. No such tapering-off effect occurs for changes in negative affective content in reviews. Furthermore, positive changes in affective cues and increasing congruence with the product interest group's typical linguistic style directly and conjointly increase conversion rates. These findings sugges.
Starting Page	87
Ending Page	103
Page Count	17
File Format	PDF HTM / HTML
DOI	10.1509/jm.11.0560
Volume Number	77
Alternate Webpage(s)	http://openaccess.city.ac.uk/15756/1/Ludwig%20et%20al.%202013.pdf
Alternate Webpage(s)	https://business.nmsu.edu/~mhyman/M610_Articles/(Text%20Analytics)%20Ludwig_et_al_JM_2013.pdf
Alternate Webpage(s)	http://business.nmsu.edu/~mhyman/M610_Articles/(Text%20Analytics)%20Ludwig_et_al_JM_2013.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article