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

Understanding the impact of user reviews on online purchasing across various product categories. Research shows not all reviews are equal, highlighting the need for tailored approaches. Enhance UI design based on user needs to boost sales.

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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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