Please use this identifier to cite or link to this item: https://doi.org/10.1007/978-3-642-29873-8-21
Title: Consumer segmentation and the information rule of online reviews in horizontally differentiated product markets
Authors: Wang, Q.
Goh, K.Y. 
Keywords: consumer segmentation
economics of information
geographical location
horizontal differentiation
online reviews
Issue Date: 2012
Citation: Wang, Q.,Goh, K.Y. (2012). Consumer segmentation and the information rule of online reviews in horizontally differentiated product markets. Lecture Notes in Business Information Processing 108 LNBIP : 225-233. ScholarBank@NUS Repository. https://doi.org/10.1007/978-3-642-29873-8-21
Abstract: Previous studies have explored the impact of online reviews on product sales at the aggregate level. This study contributes to the literature by investigating how online reviews take effect at the individual consumer level in a horizontally differentiated product market. We empirically test our hypotheses using data from a popular review website in China and consumers' actual dining records. We find evidence that the information role of online reviews is moderated by consumers' geographical locations. Our results have implications for consumer segmentation and targeting of consumers through local market advertising. © 2012 Springer-Verlag Berlin Heidelberg.
Source Title: Lecture Notes in Business Information Processing
URI: http://scholarbank.nus.edu.sg/handle/10635/78070
ISBN: 9783642298721
ISSN: 18651348
DOI: 10.1007/978-3-642-29873-8-21
Appears in Collections:Staff Publications

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