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Employing online consumer reviews, this research develops a market segmentation procedure that is feasible to businesses present on social media. Because online reviews typically encompass large numbers of both reviewers and businesses, this data structure allows for both reviewer segmentation and business segmentation. This two-side segmentation approach segments not only reviewers in the preferences expressed in their reviews, but also businesses in their business practices specified in the reviews. Whereas common existing segmentation approaches predominantly use survey and transaction data, the proposed procedure uses publicly available and detailed consumption information in such reviews. A large number of product features elicited from such reviews lead to rich and detailed profiling of both reviewer segments and business segments. Using restaurant reviews on Yelp, this research demonstrates how the proposed procedure can help businesses develop segmentation strategies on social media.
Sangkil Moon; Nima Jalali; Sunil Erevelles. Segmentation of both reviewers and businesses on social media. Journal of Retailing and Consumer Services 2021, 61, 102524 .
AMA StyleSangkil Moon, Nima Jalali, Sunil Erevelles. Segmentation of both reviewers and businesses on social media. Journal of Retailing and Consumer Services. 2021; 61 ():102524.
Chicago/Turabian StyleSangkil Moon; Nima Jalali; Sunil Erevelles. 2021. "Segmentation of both reviewers and businesses on social media." Journal of Retailing and Consumer Services 61, no. : 102524.
Given the increasing importance of social media in brand management, this research examines how cross-country cultural distance plays a role in determining brand popularity on social media. Based on cultural discount theory, this research develops hypotheses on how cultural, socioeconomic, and brand-related variables influence such online brand popularity. Our empirical analysis shows that online brand popularity is influenced by a country’s cultural characteristics, cultural distance, and interactions involving the cultural distance and each of three factors (economic prosperity measured by per capita GDP, social media accessibility measured by Internet penetration, and the brand’s global status measured by brand globalness). Further, this research notes two widely used national cultural dimension systems—Hofstede’s and Schwartz’—and empirically finds that Hofstede’s system has better validity in this research context. Finally, in focusing on the potential managerial applications of this research, we cluster and profile three groups of countries in international brand management: (1) individualistic, low uncertainty avoidance cultures, (2) high masculinity, short-term orientation cultures, and (3) collectivistic, high uncertainty avoidance cultures. This research has implications for marketing managers who make various brand decisions, ranging from selecting countries to enter, to tweaking glocalization strategies for optimal product offerings.
Moon-Yong Kim; Sangkil Moon. The effects of cultural distance on online brand popularity. Journal of Brand Management 2021, 28, 302 -324.
AMA StyleMoon-Yong Kim, Sangkil Moon. The effects of cultural distance on online brand popularity. Journal of Brand Management. 2021; 28 (3):302-324.
Chicago/Turabian StyleMoon-Yong Kim; Sangkil Moon. 2021. "The effects of cultural distance on online brand popularity." Journal of Brand Management 28, no. 3: 302-324.
As the influence of online consumer reviews grows, deceptive reviews are a worsening problem, betraying consumers' trust in reviews by pretending to be authentic and informative. This research identifies factors that can separate deceptive reviews from genuine ones. First, we create a novel means of detection by contrasting authentic versus fake word patterns specific to a given domain (e.g., hotel services). We use a survey on a crowdsourcing platform to obtain both genuine and deceptive reviews of hotels. We learned the word patterns from each category to discriminate genuine reviews from fake ones for positively and negatively evaluated reviews, respectively. We show that our All Terms procedure outperforms current benchmark methods in computational linguistics and marketing. Our extended analysis reveals the factors that determine fake reviews (e.g., a lack of details, present- and future-time orientation, and emotional exaggeration) and the factors influencing people's willingness to write fake reviews (including social media trust, product quality consciousness, deal proneness, hedonic and utilitarian consumption, prosocial behavior, and individualism). We also use our procedure to analyze more than 250,000 real-world hotel reviews to detect fake reviews and identify the hotel and review characteristics influencing review fakery in the industry (e.g., star rating, franchise hotel, hotel size, room price, review timing, and review rating).
Sangkil Moon; Moon-Yong Kim; Dawn Iacobucci. Content analysis of fake consumer reviews by survey-based text categorization. International Journal of Research in Marketing 2020, 38, 343 -364.
AMA StyleSangkil Moon, Moon-Yong Kim, Dawn Iacobucci. Content analysis of fake consumer reviews by survey-based text categorization. International Journal of Research in Marketing. 2020; 38 (2):343-364.
Chicago/Turabian StyleSangkil Moon; Moon-Yong Kim; Dawn Iacobucci. 2020. "Content analysis of fake consumer reviews by survey-based text categorization." International Journal of Research in Marketing 38, no. 2: 343-364.
We examine how open and closed review posting policies play differentiating roles in creating social media bias. As a supplementary method to existing ones detecting fake reviews, we develop a trust measure estimating how genuine the review is, based on the frequent usage of strongly positive or negative words. Using the hotel industry as our application context, we empirically demonstrate that our trust measure serves as a correction factor that reduces social media bias. Interestingly, we observe particular hotel service features revealing strong upward manipulation to promote the businesses (for example, positive overall recommendation, interesting surroundings, and personal travel). By contrast, we identify some other features that reveal the presence of strong downward manipulation (for example, negative overall recommendation, disappointing room amenities, and poor atmosphere). From a practical perspective, this research can help both managers and consumers make better informed decisions by reducing the impact attributable to social media manipulation.
Sangkil Moon; Moon-Yong Kim; Paul K. Bergey. Estimating deception in consumer reviews based on extreme terms: Comparison analysis of open vs. closed hotel reservation platforms. Journal of Business Research 2019, 102, 83 -96.
AMA StyleSangkil Moon, Moon-Yong Kim, Paul K. Bergey. Estimating deception in consumer reviews based on extreme terms: Comparison analysis of open vs. closed hotel reservation platforms. Journal of Business Research. 2019; 102 ():83-96.
Chicago/Turabian StyleSangkil Moon; Moon-Yong Kim; Paul K. Bergey. 2019. "Estimating deception in consumer reviews based on extreme terms: Comparison analysis of open vs. closed hotel reservation platforms." Journal of Business Research 102, no. : 83-96.
We explore the impact of consumers’ attitude toward a theme park on the image of the host city. We study how attitudinal aspects of Disneyland in Los Angeles can influence the image of Los Angeles. Using the tripartite approach of attitudes, we model consumers’ attitude of theme parks with three dimensions: cognition, affect, and conation. We show the causal relationships among Disney content, attitudinal constructs, and attitudes toward Los Angeles. Results showed that Disney content influenced cognition, affect, and conation, and both cognition and affect were connected to conation. Finally, affect influenced attitudes toward Los Angeles. Our research provides several implications for both academia and practitioners.
Young Han Bae; Sangkil Moon; Jong Woo Jun; Taewan Kim; Ilyoung Ju. The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area. Sustainability 2018, 10, 3409 .
AMA StyleYoung Han Bae, Sangkil Moon, Jong Woo Jun, Taewan Kim, Ilyoung Ju. The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area. Sustainability. 2018; 10 (10):3409.
Chicago/Turabian StyleYoung Han Bae; Sangkil Moon; Jong Woo Jun; Taewan Kim; Ilyoung Ju. 2018. "The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area." Sustainability 10, no. 10: 3409.
Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests. To fill this research void, we choose the grocery shopping setting, where weather influences shoppers’ shopping trip incidence and basket size. We theorize that the weather event (i.e., rain, snow, thunder, and fog) decreases both the shopping trip and the basket size. On the shopping trip, however, the negative weather impact is mitigated for less frequent shoppers because such shoppers have a higher basic shopping need than more frequent shoppers. Similarly, in terms of the basket size, store familiarity lessens such a negative weather impact because shoppers in a familiar environment are more comfortable about unfavorable weather. Besides, when sustained bad weather is expected, shoppers may turn proactive in determining when to go shopping. Our empirical application combines rich scanner panel data and daily weather data to explain both shopping trip and basket size simultaneously in the form of a Type 2 Tobit model. Our analysis results support our weather marketing hypotheses.
Sangkil Moon; Moon Young Kang; Young Han Bae; Charles D Bodkin. Weather sensitivity analysis on grocery shopping. International Journal of Market Research 2018, 60, 380 -393.
AMA StyleSangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin. Weather sensitivity analysis on grocery shopping. International Journal of Market Research. 2018; 60 (4):380-393.
Chicago/Turabian StyleSangkil Moon; Moon Young Kang; Young Han Bae; Charles D Bodkin. 2018. "Weather sensitivity analysis on grocery shopping." International Journal of Market Research 60, no. 4: 380-393.
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers’ purchase decisions. Therefore, we examine how individual differences in WS influence weather-related purchases (e.g., flood insurance, buying hot coffee on a cold, rainy day). Specifically, we find that consumers who are high in WS tend to respond to such weather-related purchases more positively. Furthermore, we identify prosocial behavior as a factor that positively impacts these purchases, given that people who are high in prosocial behavior tend to be more responsive to the general environment, including the weather. We also indicate hedonic consumption as another positive factor, in that hedonic consumption can stimulate a positive weather effect (e.g., I want to enjoy shopping today because the weather is so nice). Using successive preliminary and main surveys, we test these hypotheses and confirm the results empirically. From a managerial perspective, marketers can develop differential marketing segmentation strategies between more and less weather-sensitive consumers by using our findings.
Sangkil Moon; Jaehwan Kwon; Sang-Uk Jung; Young Han Bae. The impact of individual differences in weather sensitivity on weather-related purchase intentions. International Journal of Market Research 2018, 60, 104 -117.
AMA StyleSangkil Moon, Jaehwan Kwon, Sang-Uk Jung, Young Han Bae. The impact of individual differences in weather sensitivity on weather-related purchase intentions. International Journal of Market Research. 2018; 60 (1):104-117.
Chicago/Turabian StyleSangkil Moon; Jaehwan Kwon; Sang-Uk Jung; Young Han Bae. 2018. "The impact of individual differences in weather sensitivity on weather-related purchase intentions." International Journal of Market Research 60, no. 1: 104-117.
Product reviews are becoming ubiquitous on the Web, representing a rich source of consumer information on a wide range of product categories (e.g., wines, hotels). Importantly, a product review reflects not only the perception and preference for a product, but also the acuity, bias, and writing style of the reviewer. This reviewer aspect has been overlooked in past studies that have drawn inferences about brands from online product reviews. Our framework combines ontology-learning-based text mining and psychometric techniques to translate online product reviews into a product positioning map, while accounting for the idiosyncratic responses and writing styles of individual reviewers or a manageable number of reviewer groups (i.e., meta-reviewers). Our empirical illustrations using wine and hotel reviews demonstrate that a product review reveals information about the reviewer (for the wine example with a small number of expert reviewers) or the meta-reviewer (for the hotel example with an enormous number of reviewers reduced to a manageable number of meta-reviewers), as well as about the product under review. From a managerial perspective, product managers can use our framework focusing on meta-reviewers (e.g., traveler types and hotel reservation websites in our hotel example) as a way to obtain insights into their consumer segmentation strategy.
Sangkil Moon; Wagner A. Kamakura. A picture is worth a thousand words: Translating product reviews into a product positioning map. International Journal of Research in Marketing 2017, 34, 265 -285.
AMA StyleSangkil Moon, Wagner A. Kamakura. A picture is worth a thousand words: Translating product reviews into a product positioning map. International Journal of Research in Marketing. 2017; 34 (1):265-285.
Chicago/Turabian StyleSangkil Moon; Wagner A. Kamakura. 2017. "A picture is worth a thousand words: Translating product reviews into a product positioning map." International Journal of Research in Marketing 34, no. 1: 265-285.
Existing international product diffusion studies have identified economic and cultural factors that influence consumers’ acceptance of new products, but they have not fully examined these factors’ roles in the international diffusion of global cultural products. The authors examine country-level economic and cultural factors that influence consumers’ acceptance of new global cultural products across countries. Using 846 recent U.S. movies’ box office performances in 48 national markets as the empirical context, the authors obtain the following key novel findings on product sales: (1) an inverse U-shaped impact of economic development status, (2) a positive impact of the cultural compatibility of the product and the market, and (3) a U-shaped impact of intercountry cultural distance in the presence of cultural compatibility and a decreasing linear impact of cultural distance in the absence of cultural compatibility.
Sangkil Moon; Arul Mishra; Himanshu Mishra; Moon Young Kang. Cultural and Economic Impacts on Global Cultural Products: Evidence from U.S. Movies. Journal of International Marketing 2016, 24, 78 -97.
AMA StyleSangkil Moon, Arul Mishra, Himanshu Mishra, Moon Young Kang. Cultural and Economic Impacts on Global Cultural Products: Evidence from U.S. Movies. Journal of International Marketing. 2016; 24 (3):78-97.
Chicago/Turabian StyleSangkil Moon; Arul Mishra; Himanshu Mishra; Moon Young Kang. 2016. "Cultural and Economic Impacts on Global Cultural Products: Evidence from U.S. Movies." Journal of International Marketing 24, no. 3: 78-97.
This research examines the positive role of consumer education in diffusing innovative, sustainable products (ISPs). To enhance the effectiveness of a consumer education campaign, this study explores the type of message framing that can best facilitate product adoption among three different approaches: positive, negative, and hybrid framing. This study also investigates consumer traits and retailer attributes that facilitate or deter product adoption. The empirical application using biofuels shows that a negatively framed educational message highlighting the negative impact of gasoline (versus biofuels) is most effective in leveraging the social desirability of product adoption against its economic disadvantages. Consumer traits positively associated with the adoption of biobutanol are environmental consciousness, prosocial behavior, and openness to new experiences, whereas vertical individualism discourages such adoption. Furthermore, retailer choice attributes of location and payment convenience facilitate adoption, while retailer choice attributes based on price and servicescape cleanliness discourage such adoption.
Sangkil Moon; Paul Bergey; Liliana L. Bove; Stefanie Robinson. Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption. Journal of Business Research 2016, 69, 3553 -3560.
AMA StyleSangkil Moon, Paul Bergey, Liliana L. Bove, Stefanie Robinson. Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption. Journal of Business Research. 2016; 69 (9):3553-3560.
Chicago/Turabian StyleSangkil Moon; Paul Bergey; Liliana L. Bove; Stefanie Robinson. 2016. "Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption." Journal of Business Research 69, no. 9: 3553-3560.
Purpose The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the sales of new movies. Design/methodology/approach This paper applies a new movie box-office revenue forecasting model based on consumers’ weekly AP measures, to take advantage of the industry’s practice of using weekly survey data containing the AP measures of upcoming new movies. Specifically, a sales forecasting model is developed on the basis of the theory that the combination of the nature of new product preference (positive vs negative) and the timing of new product awareness (early vs recent) influences entertainment product sales. Findings This paper shows that early awareness consumers are as important as late awareness consumers in determining new product sales, suggesting that more marketing resources need to be allocated earlier than currently practiced. This paper also shows that when negative preferences dominate positive preferences well ahead of a product’s release, marketing efforts cannot overcome the negative sentiment of the market. Finally, the empirical application illustrates that three consumer segments varying in product expertise and consumption frequency reveal different AP patterns among high-, medium- and low-performance products. Originality/value This paper is intended to provide insightful advice that can improve the AP-based approach in entertainment industries. Toward that end, the authors emphasize two major aspects in association with new entertainment product sales: rethinking survey-based AP measures and examining heterogeneous consumer segments’ differential AP patterns.
Sangkil Moon; Junhee Kim; Barry L. Bayus; Youjae Yi. Consumers’ pre-launch awareness and preference on movie sales. European Journal of Marketing 2016, 50, 1024 -1046.
AMA StyleSangkil Moon, Junhee Kim, Barry L. Bayus, Youjae Yi. Consumers’ pre-launch awareness and preference on movie sales. European Journal of Marketing. 2016; 50 (5/6):1024-1046.
Chicago/Turabian StyleSangkil Moon; Junhee Kim; Barry L. Bayus; Youjae Yi. 2016. "Consumers’ pre-launch awareness and preference on movie sales." European Journal of Marketing 50, no. 5/6: 1024-1046.
Sangkil Moon; Reo Song. The Roles of Cultural Elements in International Retailing of Cultural Products: An Application to the Motion Picture Industry. Journal of Retailing 2015, 91, 154 -170.
AMA StyleSangkil Moon, Reo Song. The Roles of Cultural Elements in International Retailing of Cultural Products: An Application to the Motion Picture Industry. Journal of Retailing. 2015; 91 (1):154-170.
Chicago/Turabian StyleSangkil Moon; Reo Song. 2015. "The Roles of Cultural Elements in International Retailing of Cultural Products: An Application to the Motion Picture Industry." Journal of Retailing 91, no. 1: 154-170.
Purpose – The aim of this research is to theorize and demonstrate that analyzing consumers’ text product reviews using text mining can enhance the explanatory power of a product sales model, particularly for hedonic products, which tend to generate emotional and subjective product evaluations. Previous research in this area has been more focused on utilitarian products. Design/methodology/approach – Our text clustering-based procedure segments text reviews into multiple clusters in association with consumers’ numeric ratings to address consumer heterogeneity in taste preferences and quality valuations and the J-distribution of numeric product ratings. This approach is novel in terms of combining text clustering with numeric product ratings to address consumers’ subjective product evaluations. Findings – Using the movie industry as our empirical application, we find that our approach of making use of product text reviews can improve the explanatory power and predictive validity of the box-office sales model. Research limitations/implications – Marketing scholars have actively investigated the impact of consumers’ online product reviews on product sales, primarily focusing on consumers’ numeric product ratings. Recently, studies have also examined user-generated content. Similarly, this study looks into users’ textual product reviews to explain product sales. It remains to be seen how generalizable our empirical results are beyond our movie application. Practical implications – Whereas numeric ratings can indicate how much viewers liked products, consumers’ reviews can convey why viewers liked or disliked them. Therefore, our review analysis can help marketers understand what factors make new products succeed or fail. Originality/value – Primarily our approach is suitable to products subjectively evaluated, mostly, hedonic products. In doing so, we consider consumer heterogeneity contained in reviews through our review clusters based on their divergent impacts on sales.
Sangkil Moon; Yoonseo Park; Yong Seog Kim. The impact of text product reviews on sales. European Journal of Marketing 2014, 48, 2176 -2197.
AMA StyleSangkil Moon, Yoonseo Park, Yong Seog Kim. The impact of text product reviews on sales. European Journal of Marketing. 2014; 48 (11/12):2176-2197.
Chicago/Turabian StyleSangkil Moon; Yoonseo Park; Yong Seog Kim. 2014. "The impact of text product reviews on sales." European Journal of Marketing 48, no. 11/12: 2176-2197.
We look into how local consumers receive foreign cultures embedded in imported movies against customized local cultures in domestic movies in the Korean movie market. We theorize that imported movies (mostly, American movies), which often have bigger budgets and superior moviemaking techniques, suffer from cultural discount in appealing to local (Korean) viewers. By contrast, homemade domestic (Korean) movies appeal to their own national market more effectively with customized cultural content (cultural categorization). Specifically, before movie release, imported movies tend to generate generally lower expectations because of local viewers’ cultural discount of those movies. Conversely, local domestic movies tend to generate generally higher but more polarized expectations arising from local viewers’ cultural categorization of the movies. These aspects lead domestic movies to perform better in theaters in the number of viewers and the movie’s life length. Imported movies, however, attain similar levels of viewer satisfaction because they have smaller and differentiated customer bases. Using multiple-source Korean movie data, we empirically support our theory. Finally, we discuss the practical importance of understanding and strategically utilizing these cultural issues from Hollywood studios’ perspective.
Sangkil Moon; Barry L. Bayus; Youjae Yi; Junhee Kim. Local consumers’ reception of imported and domestic movies in the Korean movie market. Journal of Cultural Economics 2014, 39, 99 -121.
AMA StyleSangkil Moon, Barry L. Bayus, Youjae Yi, Junhee Kim. Local consumers’ reception of imported and domestic movies in the Korean movie market. Journal of Cultural Economics. 2014; 39 (1):99-121.
Chicago/Turabian StyleSangkil Moon; Barry L. Bayus; Youjae Yi; Junhee Kim. 2014. "Local consumers’ reception of imported and domestic movies in the Korean movie market." Journal of Cultural Economics 39, no. 1: 99-121.
Sangkil Moon; Kathryn Azizi. Finding Donors by Relationship Fundraising. Journal of Interactive Marketing 2013, 27, 112 -129.
AMA StyleSangkil Moon, Kathryn Azizi. Finding Donors by Relationship Fundraising. Journal of Interactive Marketing. 2013; 27 (2):112-129.
Chicago/Turabian StyleSangkil Moon; Kathryn Azizi. 2013. "Finding Donors by Relationship Fundraising." Journal of Interactive Marketing 27, no. 2: 112-129.
Yong Seog Kim; Sangkil Moon. Measuring the success of retention management models built on churn probability, retention probability, and expected yearly revenues. Expert Systems with Applications 2012, 39, 11718 -11727.
AMA StyleYong Seog Kim, Sangkil Moon. Measuring the success of retention management models built on churn probability, retention probability, and expected yearly revenues. Expert Systems with Applications. 2012; 39 (14):11718-11727.
Chicago/Turabian StyleYong Seog Kim; Sangkil Moon. 2012. "Measuring the success of retention management models built on churn probability, retention probability, and expected yearly revenues." Expert Systems with Applications 39, no. 14: 11718-11727.
We propose a framework integrating text mining and psychometrics to translate online product reviews into a brand positioning map that isolates their underlying
Wagner A. Kamakura; Sangkil Moon. How to Speak 'Winese': Learning the Language of Wine Reviews. SSRN Electronic Journal 2012, 1 .
AMA StyleWagner A. Kamakura, Sangkil Moon. How to Speak 'Winese': Learning the Language of Wine Reviews. SSRN Electronic Journal. 2012; ():1.
Chicago/Turabian StyleWagner A. Kamakura; Sangkil Moon. 2012. "How to Speak 'Winese': Learning the Language of Wine Reviews." SSRN Electronic Journal , no. : 1.
As innovation project developers advance their knowledge through more project experience, cross-project learning is likely to enhance project performance. Past research has demonstrated positive contributions of developer networking at the macro (project) level. However, the network effects at the micro (project property) level have not been studied as much. To address this gap, we apply a network model to examine which project properties (e.g., the project's operating system and topic) generate positive or negative network effects in addition to the macro network effect when developers engage in multiple projects. In this dual (developer and property) network model, we theorize that positive network effects take place because of cross-project learning and knowledge exchange, whereas negative network effects can also occur due to time constraints and cognitive overloading. In addition to such dual network effects, we also consider such project success predictors as spatial and temporal reach opportunities for project users (scope of translations and project age) and human resources availability (developer team size). Our empirical application using open source software (OSS) data demonstrates that the presented model can effectively integrate both the dual network effects and non-network variables as factors influencing the commercial success of OSS projects.
Sangkil Moon. An Empirical Investigation of Dual Network Effects in Innovation Project Development. Journal of Interactive Marketing 2011, 25, 215 -225.
AMA StyleSangkil Moon. An Empirical Investigation of Dual Network Effects in Innovation Project Development. Journal of Interactive Marketing. 2011; 25 (4):215-225.
Chicago/Turabian StyleSangkil Moon. 2011. "An Empirical Investigation of Dual Network Effects in Innovation Project Development." Journal of Interactive Marketing 25, no. 4: 215-225.
This research investigates how movie ratings from professional critics, amateur communities, and viewers themselves influence key movie performance measures (i.e., movie revenues and new movie ratings). Using movie-level data, the authors find that high early movie revenues enhance subsequent movie ratings. They also find that high advertising spending on movies supported by high ratings maximizes the movie's revenues. Furthermore, they empirically show that sequel movies tend to reap more revenues but receive lower ratings than originals. Using individual viewer–level data, this research highlights how viewers’ own viewing and rating histories and movie communities’ collective opinions explain viewer satisfaction. The authors find that various aspects of these ratings explain viewers’ new movie ratings as a measure of viewer satisfaction, after controlling for movie characteristics. Furthermore, they find that viewers’ movie experiences can cause them to become more critical in ratings over time. Finally, they find a U-shaped relationship between viewers’ genre preferences and genre-specific movie ratings for heavy viewers.
Sangkil Moon; Paul K. Bergey; Dawn Iacobucci. Dynamic Effects among Movie Ratings, Movie Revenues, and Viewer Satisfaction. Journal of Marketing 2010, 74, 108 -121.
AMA StyleSangkil Moon, Paul K. Bergey, Dawn Iacobucci. Dynamic Effects among Movie Ratings, Movie Revenues, and Viewer Satisfaction. Journal of Marketing. 2010; 74 (1):108-121.
Chicago/Turabian StyleSangkil Moon; Paul K. Bergey; Dawn Iacobucci. 2010. "Dynamic Effects among Movie Ratings, Movie Revenues, and Viewer Satisfaction." Journal of Marketing 74, no. 1: 108-121.
This study compares prices offered by multiple Internet retailers. This task is challenging because e-tailers cannot present their entire assortments to each consumer. Therefore, the quality of the product assortments presented by different e-tailers to each consumer is not directly comparable on an item-by-item basis, resulting in non-homogeneous offerings across retailers. We further consider the interaction between retailers (product information presentation format) and consumers (product information search strategies), which makes price comparisons among the retailers even more non-homogeneous. To grapple with this quality-adjusted price comparison problem for non-homogeneous products, we use a stochastic-frontier hedonic-price regression model to find the “lowest” theoretical price for a product given its characteristics. We then assess the price efficiency of the product as the ratio between this lowest price and the offered market price. This framework allows for the comparison of retailers in their ability to offer the “best deals” even when their actual assortments are not directly comparable in quality. Moreover, this framework provides Internet retailers with a relative measure of price efficiency. This helps them understand when and where they offer competitive prices to consumers. We illustrate our approach empirically in a comparison of price efficiency among three major Internet travel agents on a sample of posted itineraries and airfares. Furthermore, we demonstrate that the price efficiency of an Internet travel agent depends on the format of its website and on consumers' search strategies.
Wagner A. Kamakura; Sangkil Moon. Quality-adjusted price comparison of non-homogeneous products across Internet retailers. International Journal of Research in Marketing 2009, 26, 189 -196.
AMA StyleWagner A. Kamakura, Sangkil Moon. Quality-adjusted price comparison of non-homogeneous products across Internet retailers. International Journal of Research in Marketing. 2009; 26 (3):189-196.
Chicago/Turabian StyleWagner A. Kamakura; Sangkil Moon. 2009. "Quality-adjusted price comparison of non-homogeneous products across Internet retailers." International Journal of Research in Marketing 26, no. 3: 189-196.