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From the Archives: Online Reviews Persuade Purchases

When shopping online, consumers choose products twice as often if they are recommended via user-generated product reviews. So says a 2004 study in the Journal of Retailing by Canadian researchers Sylvain Senecal and Jacques Nantel, who sought to measure the influence of online product reviews on consumer's online choices. They concluded that online reviews' influence is impacted by the recommendation source -- other consumers, for instance, or media reviews -- and the type of product -- products that can be "inspected" vs. those that must be "experienced" -- but not by the type of website -- a retailer's site, for instance, or a third party's.

Learn more:
http://egsh.enst.fr/survey/CanauxInformBienExpe/senecalnantel.pdf
http://www3.babson.edu/Publications/JR/

Posted by WOMMA Editor on September 21, 2006 10:00 AM

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