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The effects of online user reviews on new product adoption are important in managing interactive marketing communications. However, such effects may vary, depending on the nature of the review characteristics and consumers. In this paper, we empirically investigate the differential effects of online review characteristics on new product adoption for two types of consumers (innovators and imitators) and how such effects may be altered by different dimensions of review characteristics. Using a data set collected from Amazon, we find that the differential effects exist, but are moderated by the dimensions of review characteristics: the numerical review characteristics (i.e. review volume, review rating, and rating variation) have larger effects on imitators than on innovators, but the review textual characteristics (i.e. review emotional content) show the opposite effects. We further discuss the managerial implications of our research findings.

Differential effects of online review characteristics on innovators and imitators in new product adoption