Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Word of Mouth on Sales of Digital Microproducts
作者: Naveen AmbleeTung Bui
作者单位: 1Indian Institute of Management Kozhikode
2Matson Chair of Global Business
刊名: International Journal of Electronic Commerce, 2011, Vol.16 (2), pp.91-114
来源数据库: Taylor & Francis Journal
DOI: 10.2753/JEC1086-4415160205
关键词: Digital microproductsdigital productselectronic word of moutheWOMsocial proofs
原始语种摘要: Social commerce has taken the e-tailing world by storm. Business-to-consumer sites and, more important, intermediaries that facilitate shopping experience, continue to offer more and more innovative technologies to support social interaction among like-minded community members or friends who share the same shopping interests. Among these technologies, reviews, ratings, and recommendation systems have become some of the most popular social shopping platforms due to their ease of use and simplicity in sharing buying experience and aggregating evaluations. This paper studies the effect of electronic word of mouth (eWOM) communication among a closed community of book readers. We studied the entire market of Amazon Shorts e-books, which are digital microproducts sold at a low and uniform...
全文获取路径: Taylor & Francis  (合作)