This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book categories on Amazon.in. Cross-sectional analysis and difference-in-difference analysis approaches were adopted for data analysis. The results revealed that online reviews shared by the Indian consumers impact books sales, as the consumers prefer to analyze the books on the basis of available online reviews before making their purchase decision. Overall, the results indicated that reviews had a positive impact on the sales in both book categories.

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在线消费者评论对亚马逊图书销售的影响：来自印度的实证证据

本研究旨在评估在线评论对印度背景下在线图书销售业绩的影响。销售排名被用作销售的代理衡量标准。总样本量为 2028 本书，来自 Amazon.in 上的“畅销书”和“近期”书籍类别。数据分析采用横断面分析和差值分析法。结果显示，印度消费者分享的在线评论会影响图书销售，因为消费者更愿意在做出购买决定之前根据可用的在线评论对图书进行分析。总体而言，结果表明评论对两个图书类别的销售都有积极影响。