The Impact of Customer Online Satisfaction on Stock Returns: Evidence from the E-commerce Reviews in China

Zhi Su, Danni Wu, Zhenkun Zhou, Junran Wu and Libo Yin

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Abstract: This paper investigates the significance of consumer opinions in relation to value in China's A-share market. By analyzing a large dataset comprising over 18 million product reviews by customers on JD.com, we demonstrate that sentiments expressed in consumer reviews can influence stock returns, indicating that consumer opinions contain valuable information that can impact the stock market. Our findings show that Customer Negative Sentiment Tendency (CNST) and One-Star Tendency (OST) have a negative effect on expected stock returns, even after controlling for firm characteristics such as market risk, illiquidity, idiosyncratic volatility, and asset growth. Further analysis reveals that the predictive power of CNST is stronger in firms with high sentiment conditions, growth companies, and firms with lower accounting transparency. We also find that CNST negatively predicts revenue surprises, earnings surprises, and cash flow shocks. These results suggest that online satisfaction derived from big data analysis of customer reviews contains novel information about firms' fundamentals.

Date: 2023-06
New Economics Papers: this item is included in nep-big and nep-pay
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