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The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories

The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories. Lisa Hankin lhankin@ischool.berkeley.edu School of Information University of California, Berkeley May, 2007. Online User Reviews. Consumers: Mitigates Risk Websites:

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The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories

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  1. The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories Lisa Hankinlhankin@ischool.berkeley.edu School of Information University of California, Berkeley May, 2007

  2. Online User Reviews • Consumers: • Mitigates Risk • Websites: • Keeps users from leaving a site Sell More Products!

  3. Are all Reviews Created Equal? • Most research: • UI Design: • Highlight Positive Reviews

  4. Movies Which movie would you rather see? “Movie A” Average Rating: C+ 500 ratings “Movie B” Average Rating: B+ 500 ratings

  5. Sellers Which seller would you rather buy from? “Mr. Smith” Average Rating: 79% 1,000 ratings “Mr. Jones” Average Rating: 100% 10 ratings

  6. My Research • Extensive Literature Review • Study looking at different product categories and different review elements. • All user reviews are NOT created equal • Different product categories, different user needs • Changing the UI design for different products could increase sales

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