The Impact of Online Product Reviews on Product Returns
Authors: Sahoo, Nachiketa; Dellarocas, Chrysanthos; Srinivasan, Shuba
Journal: Information Systems Research (2018)
<jats:p> Although many researchers in information systems and marketing have studied the effect of product reviews on sales, few have looked at their effect on product returns. We hypothesize that, by reducing product uncertainty, product reviews affect the probability of product returns. We elaborate this hypothesis starting with an analytical model that examines how changes in valence and precision of information from product reviews influence the purchase and return probabilities of risk-averse, but rational, consumers. We then empirically test our hypotheses using a transaction-level data set from a multichannel, multibrand North American specialty retailer. Harnessing different consumers’ purchases and returns of the same products, but with varying sets of product reviews over two years, we show that the availability of more reviews and the presence of more “helpful” reviews, as voted by consumers, lead to fewer product returns—after controlling for customer, product, and other context-related factors. Analyzing the purchase behavior of the consumers, we find that when fewer product reviews are available, consumers buy more substitutes in conjunction with a product, potential…