A Research on the e-WOM's Dispersive Coefficient of Variation from the Perspective of Endogeneity

Abstract

Abstract:

In recent years, researches on electronic word-of-mouth (e-WOM), especially the e-WOM dispersion, are becoming increasingly deeper. However, most of the existing researches explore the relationship between the dispersion and sales from the perspective of polymerization, with e-WOM dispersion not clearly defined and endogenous issues of dispersion not taken into consideration. With e-WOM dispersion as the core concept, we introduce coefficient of variation to discuss the disparity in dispersion degree across samples, and construct a model to analyze dispersion characteristic of the same product category based on product attributes and release time. Using the rating data of Amazon China, we find that the coefficient of variation of dispersion is significantly different even among the same product category, presenting a J-shaped abnormal distribution. This means that endogenous factors have significant influence. We also reveal that hedonic attribute has a higher coefficient of variation of e-WOM dispersion than utilitarian attribute, and that the relationship between product release time is positively related to coefficient of variation of e-WOM dispersion. The study enriches the existing researches on e-WOM dispersion and contributes to the understanding of the magnitudes of e-WOM effects.

Key words: coefficient of variation of e-WOM dispersion, product attribute, product release time, endogeneity, books

Xie Guangming, Qiu Dongdong, Jiang Yushi. A Research on the e-WOM's Dispersive Coefficient of Variation from the Perspective of Endogeneity[J]. , 2018, 30(4): 94-105.

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