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Prior Industry Experience, Product Attributes and Online Customer Review on New Product Sales: TV Products on Chinese Online Shopping

이전사업경험, 제품속성 및 온라인 고객평가가 제품 매출성과에 미치는 영향: 중국 온라인 쇼핑몰내 TV제품 중심으로

  • Received : 2015.10.26
  • Accepted : 2016.02.29
  • Published : 2016.03.31

Abstract

This paper examines the effects of prior industry experience, new product attributes and online customer review on new product sales. Different from prior researches on the volume and valence of customer review on online shopping, this paper investigated multiple factors on new product sales in online shopping mall. Based on 407 TV new products in China online shopping mall, we investigated the relationships of kew factors with new products sales. New products of Incumbent TV manufacturers outsell those of new entrants in TV market. Low initial price and low level of discount rate have positive relationships with new product sales. Technological superiority has positive effect on new product sales but the adoptions of new technological functions show different effects on sales. The volume of online consumer review also has positive relationship with new product sales. This paper suggest some theoretical and practical implications and future research directions.

Acknowledgement

Supported by : 강원대학교

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