Impact of Review Emotions on Sales: The Moderating Role of Product Type

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Online reviews provide product information and express consumers’ emotions. In this paper, we examine how review-embedded emotions and product type (search vs. experience) affect sales on Taobao – a leading online shopping website in mainland China. First, our findings indicate that some emotions, such as regretful and trustful, contained in consumer reviews would affect product sales. Second, we have found that product type would affect sales, which would also moderate the effects of emotions on sales. Based on the results, we suggest that not all review emotions are equally important, regarding their potential effects on sales. Our work would make several significant contributions to existing literature on e-commerce and user-generated content. In the meantime, this work would provide meaningful implications for online review platforms, review providers, and review users.

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Review of Integrative Business and Economics Research

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