IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v24y2013i1p97-108.html
   My bibliography  Save this article

Do consumers who conduct online research also post online reviews? A model of the relationship between online research and review posting behavior

Author

Listed:
  • Girish Punj

Abstract

The purpose of the research is to investigate whether consumers who conduct online product research also more likely to post online product reviews. An information theory-based classification algorithm is used to estimate the likelihood of a consumer posting an online review conditional on having conducted online product research. Data from a nationally representative probability sample of American internet users are used to estimate the model. The results indicate that the characteristics of consumers who have a greater propensity to conduct online product research but a lower tendency to post online product reviews differ substantially from those who are more likely to post online product reviews but less likely to conduct online product research. The research is important because the degree to which consumers who conduct online product research are similar to those who post online product reviews can be used to track the effectiveness of online word-of-mouth marketing campaigns. Copyright Springer Science+Business Media, LLC 2013

Suggested Citation

  • Girish Punj, 2013. "Do consumers who conduct online research also post online reviews? A model of the relationship between online research and review posting behavior," Marketing Letters, Springer, vol. 24(1), pages 97-108, March.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:1:p:97-108
    DOI: 10.1007/s11002-012-9205-2
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-012-9205-2
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-012-9205-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    2. Gilly, Mary C & Zeithaml, Valarie A, 1985. "The Elderly Consumer and Adoption of Technologies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 353-347, December.
    3. Goldman, Arieh & Johansson, J K, 1978. "Determinants of Search for Lower Prices: An Empirical Assessment of the Economics of Information Theory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(3), pages 176-186, December.
    4. Anja Lambrecht & Katja Seim, 2006. "Adoption and Usage of Online Services in the Presence of Complementary Offline Services: Retail Banking," Working Papers 06-27, NET Institute, revised Oct 2006.
    5. Prasad Naik & Michel Wedel & Lynd Bacon & Anand Bodapati & Eric Bradlow & Wagner Kamakura & Jeffrey Kreulen & Peter Lenk & David Madigan & Alan Montgomery, 2008. "Challenges and opportunities in high-dimensional choice data analyses," Marketing Letters, Springer, vol. 19(3), pages 201-213, December.
    6. Stigler, George J., 2011. "Economics of Information," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 5, pages 35-49.
    7. Bone, Paula Fitzgerald, 1995. "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Elsevier, vol. 32(3), pages 213-223, March.
    8. Edward Comor, 2000. "Household Consumption on the Internet: Income, Time, and Institutional Contradictions," Journal of Economic Issues, Taylor & Francis Journals, vol. 34(1), pages 105-116, March.
    9. Austan Goolsbee & Peter J. Klenow, 2006. "Valuing Consumer Products by the Time Spent Using Them: An Application to the Internet," American Economic Review, American Economic Association, vol. 96(2), pages 108-113, May.
    10. Eric J. Johnson & Wendy W. Moe & Peter S. Fader & Steven Bellman & Gerald L. Lohse, 2004. "On the Depth and Dynamics of Online Search Behavior," Management Science, INFORMS, vol. 50(3), pages 299-308, March.
    11. Brian T. Ratchford & Debabrata Talukdar & Myung-Soo Lee, 2007. "The Impact of the Internet on Consumers' Use of Information Sources for Automobiles: A Re-Inquiry," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 111-119, March.
    12. Chris Forman & Anindya Ghose & Batia Wiesenfeld, 2008. "Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets," Information Systems Research, INFORMS, vol. 19(3), pages 291-313, September.
    13. Goldfarb, Avi & Prince, Jeff, 2008. "Internet adoption and usage patterns are different: Implications for the digital divide," Information Economics and Policy, Elsevier, vol. 20(1), pages 2-15, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hoon S. Choi & Michele Maasberg, 2022. "An empirical analysis of experienced reviewers in online communities: what, how, and why to review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1293-1310, September.
    2. Bento, Marisa & Martinez, Luisa M. & Martinez, Luis F., 2018. "Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 234-241.
    3. Pradeep Kumar Ponnamma Divakaran & Jie Xiong, 2022. "Eliciting brand association networks: A new method using online community data," Post-Print hal-03700393, HAL.
    4. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    5. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
    6. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Punj, Girish, 2012. "Income effects on relative importance of two online purchase goals: Saving time versus saving money?," Journal of Business Research, Elsevier, vol. 65(5), pages 634-640.
    2. Punj, Girish, 2011. "Effect of Consumer Beliefs on Online Purchase Behavior: The Influence of Demographic Characteristics and Consumption Values," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 134-144.
    3. Frank J. van Rijnsoever & Martin J. Dijst & Carolina Castaldi, 2009. "Involvement and use of multiple search channels in the automobile purchase process," Innovation Studies Utrecht (ISU) working paper series 09-06, Utrecht University, Department of Innovation Studies, revised Apr 2009.
    4. Akhter, Syed H., 2003. "Digital divide and purchase intention: Why demographic psychology matters," Journal of Economic Psychology, Elsevier, vol. 24(3), pages 321-327, June.
    5. Ting Li & Robert J. Kauffman & Eric van Heck & Peter Vervest & Benedict G. C. Dellaert, 2014. "Consumer Informedness and Firm Information Strategy," Information Systems Research, INFORMS, vol. 25(2), pages 345-363, June.
    6. Jason R. Blevins & Garrett T. Senney, 2019. "Dynamic selection and distributional bounds on search costs in dynamic unit‐demand models," Quantitative Economics, Econometric Society, vol. 10(3), pages 891-929, July.
    7. Stephen McDonald & Colin Wren, 2017. "Consumer Search Ability, Price Dispersion and the Digital Divide," Oxford Bulletin of Economics and Statistics, Department of Economics, University of Oxford, vol. 79(2), pages 234-250, April.
    8. Bertrand Kian Hassani & Yacoub Bahini, 2022. "Relationships between ESG Disclosure and Economic Growth: A Critical Review," JRFM, MDPI, vol. 15(11), pages 1-23, November.
    9. Binkley, James K. & Bejnarowicz, John, 1999. "Consumer Price Awareness In Food Shopping: The Case Of Quantity Surcharges," 1999 Annual meeting, August 8-11, Nashville, TN 21512, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. DeSarbo, Wayne S. & Choi, Jungwhan, 1998. "A latent structure double hurdle regression model for exploring heterogeneity in consumer search patterns," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 423-455, November.
    11. Carlson, Kurt A. & Guha, Abhijit, 2011. "Leader-focused search: The impact of an emerging preference on information search," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(1), pages 133-141, May.
    12. Lu, Qiang (Steven) & Yang, Yupin & Yuksel, Ulku, 2015. "The impact of a new online channel: An empirical study," Annals of Tourism Research, Elsevier, vol. 54(C), pages 136-155.
    13. Nathan M. Fong, 2017. "How Targeting Affects Customer Search: A Field Experiment," Management Science, INFORMS, vol. 63(7), pages 2353-2364, July.
    14. Andre Boik & Shane Greenstein & Jeffrey Prince, 2016. "The Empirical Economics of Online Attention," Working Papers id:11100, eSocialSciences.
    15. González Chapela, Jorge, 2016. "Disentangling income and price effects in the demand for time online," Information Economics and Policy, Elsevier, vol. 35(C), pages 65-75.
    16. Eggers, Fabian & Risselada, Hans & Niemand, Thomas & Robledo, Sebastian, 2022. "Referral campaigns for software startups: The impact of network characteristics on product adoption," Journal of Business Research, Elsevier, vol. 145(C), pages 309-324.
    17. Pescher, Christian & Reichhart, Philipp & Spann, Martin, 2014. "Consumer Decision-making Processes in Mobile Viral Marketing Campaigns," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 43-54.
    18. Dipankar Das, 2022. "Measurement of Trustworthiness of the Online Reviews," Papers 2210.00815, arXiv.org, revised Nov 2023.
    19. Krishna Akalamkam & Joy Kumar Mitra, 2018. "Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources," Business Perspectives and Research, , vol. 6(1), pages 42-60, January.
    20. Charles R. Hulten & Leonard I. Nakamura, 2017. "Accounting for Growth in the Age of the Internet The Importance of Output-Saving Technical Change," Working Papers 17-24, Federal Reserve Bank of Philadelphia.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:24:y:2013:i:1:p:97-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.