Saliency effects of online reviews embedded in the description on sales: Moderating role of reputation

摘要

This study explores the effects of online reviews embedded in the product description (OED) on sales. Drawing on the frameworks of previous studies on the saliency effect, the effects of online reviews, and seller reputation on sales, we propose that from the perspective of saliency effect, OED is a helpful tool for making purchase decisions, and reputation plays a moderating role in the relationship between OED and sales. We explore experimentally and empirically the roles of OED and reputation. Results indicate that OED has a positive effect on sales, and a high reputation strengthens the impact of OED on sales. Our findings demonstrate the importance of OED and reputation, as well as their significant practical implications for customers and online sellers.