Online customer reviews

More positive online reviews a product gets may actually lead to a net negative profit for the retailer. A team of researchers from University of Groningen and University of Munster analysed more than two years of sales data from a major European online retailer — a total of almost nine million page views and 631,063 purchase transactions for 2,164 different products in the electronics and furniture categories.  It enabled them to examine the key characteristics of online customer reviews, or OCRs, available at the moment of purchase and return decisions over a relatively long term. 

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