 The inverted U-shape of consumer reviews and conversion rates: The moderating role of store longevity and transaction volume on service-selling platformsQiming Zhong, Li Zhou, Jie Zhang and Ting Ji Journal of Retailing and Consumer Services, 2025, vol. 82, issue C Abstract: This study investigates the intricate relationship between consumer review quantity and conversion rates on online service-selling platforms. Leveraging data from a large platform, the research uncovers an inverted U-shaped relationship, where conversion rates initially improve with increasing review quantity but decline once a threshold is exceeded. The study also explores how store longevity and transaction volume moderates this relationship, revealing that established stores and those with higher transaction volumes can mitigate the negative effects of excessive reviews. These findings offer actionable insights for platforms and merchants on balancing review quantity to optimize conversion rates. Moreover, the conduction of this study also underscores the importance of reassessing established theories in the evolving landscape of e-commerce. Keywords: Online service-selling platform; Consumer reviews; Traffic-to-sale conversion rate; Inverted U-Shaped; Moderating effect (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:82:y:2025:i:c:s096969892400359x DOI: 10.1016/j.jretconser.2024.104063 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.