Abstract
Numerous surveys suggest that consumers often conduct pre-purchase searches not only on the retailer-hosted websites but also on third-party review sites. To reveal the different effects of reviews from third-party sites on product sales by comparing with the retailer-hosted websites, especially for review sentiments, a log-linear regression model integrating much more information of reviews is built for this purpose. Consumer reviews on 108 digital cameras respectively from Chinese famous retailer-hosted website namely jd.com and third-party site namely zol.com.cn are collected. The empirical results suggest that third-party reviews have more significant impact on high-involvement product sales than retailer-hosted reviews. Review sentiments have more impact on sales than ratings and the volume of reviews. This finding highlights the importance of considering text content of third-party reviews in understanding online consumer information search behavior and the influence on retail strategies.
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