The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Impact of Coupang Reviews on Product Sales : Based on FCB Grid Model

쿠팡 리뷰가 상품 매출에 미치는 영향 분석 : FCB Grid Model을 기준으로

  • 류성관 (연세대학교 정보대학원) ;
  • 이지영 (연세대학교 정보대학원) ;
  • 이상우 (연세대학교 정보대학원)
  • Received : 2022.01.12
  • Accepted : 2022.05.10
  • Published : 2022.06.30
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Abstract

Purpose Online reviews are critical for sales of online shopping platforms because they provide useful information to consumers. As the eCommerce market grows rapidly, the role of online reviews is becoming more important. The purpose of this study is to analyze how online reviews written by domestic consumers affect product sales by classifying the types of products. Design/methodology/approach This study analyzed how the effects of review characteristics(reviewer reputation, reviewer exposure, review length, time, rating, image, and emotional score) on the usefulness of online reviews differ depending on the product types. Subsequently, how the impact of review attributes (review usefulness, number of reviews, ratings, and emotional scores) on product sales differs according to each product type was compared. Based on the FCB Grid model, the product type was classified into high involvement-rational, high involvement-emotional, low involvement -rational, and low involvement-emotional product types. Findings According to the analysis result, the characteristics of reviews useful to consumers were different for each product type, and the review attributes affecting product sales were also different for each product type. This study confirmed that it revealed that product characteristics are major consideration in evaluating the review usefulness and the factors affecting product sales.

Keywords

References

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