Do Online Customer Reviews Matter? Evidence from the Video Game Industry

Abstract

This paper analyzes the impact of online customer reviews on purchasing decisions and the influence of online customer or peer reviews compared to other channels of information such as offline press (expert reviews) and trial versions (personal reviews). Using 7,024 answers of an anonymous online survey administrated from June 18 to July 5, 2004, on one of the leading websites dedicated to video games in France, we show that i. online peer reviews gathered by consumers before purchasing video games positively influence purchasing decisions; ii. the effect of online peer reviews is as important as the effects of personal and expert reviews; iii. online customer reviews complement trial versions and expert reviews from magazines.

Keywords: Customer reviews, Word-of-mouth, Internet, Experience goods, Video Games

JEL Classification: L82, L86