Online customer reviews are an important type of user-generated content, through the consumers about their experiences with products and services, to help others make informed buying decisions. In this article we discuss the goals of online customer reviews and develop practical, actionable principles that are used to improve the presentations of the customer reviews. We identify four goals, two intermediate and two ultimate online customer reviews. The two main goals are: (… Read More »

Online customer reviews are an important type of user-generated content, through the consumers about their experiences with products and services, to help others make informed buying decisions. In this article we discuss the goals of online customer reviews and develop practical, actionable principles that are used to improve the presentations of the customer reviews. We identify four goals, two intermediate and two ultimate online customer reviews. The two main goals are: (1) to assist consumers in accurate decisions, and (2) to reduce the cognitive costs of these decisions. The two intermediate objectives are: (1) to help consumers make an unbiased understanding of the product, and (2) to construct a set of evaluation criteria. Based on the constructive point of view of consumer protection judgment and choice, we present a conceptual model of online rating based consumer judgment and choice. We report on principles that will improve the presentation of the reviews, and the advantages of the new design over the traditional presentation of online product reviews.
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from
Qianqian (Ben) Liu,
Elena Karahanna,
Richard T. Watson
Source: Business Horizons
10 pages.
Release Date: 15, May 2011. Prod #: BH432-PDF-ENG
Unveiling User-Generated Content: Designing websites to best present customer reviews HBR case solution