The Economic Value of Online Reviews

Chunhua Wu (), Hai Che (), Tat Y. Chan () and Xianghua Lu ()
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Chunhua Wu: Sauder School of Business, University of British Columbia, Vancouver, British Columbia V6T 1Z2, Canada
Hai Che: Kelley School of Business, Indiana University, Bloomington, Indiana 47405
Tat Y. Chan: Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130
Xianghua Lu: School of Management, Fudan University, 200433 Shanghai, China

Marketing Science, 2015, vol. 34, issue 5, 739-754

Abstract: This paper investigates the economic value of online reviews for consumers and restaurants. We use a data set from Dianping.com , a leading Chinese website providing user-generated reviews, to study how consumers learn, from reading online reviews, the quality and cost of restaurant dining. We propose a learning model with three novel features: (1) different reviews offer different informational value to different types of consumers; (2) consumers learn their own preferences, and not the distribution of preferences among the entire population, for multiple product attributes; and (3) consumers update not only the expectation but also the variance of their preferences. Based on estimation results, we conduct a series of counterfactual experiments and find that the value from Dianping is about 7 CNY for each user, and about 8.6 CNY from each user for the reviewed restaurants in this study. The majority of the value comes from reviews on restaurant quality, and contextual comments are more valuable than numerical ratings in reviews.

Keywords: online reviews; user-generated content; consumer choice under uncertainty; learning; economic value to consumer and firm (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (42)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:34:y:2015:i:5:p:739-754

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