Customer Reviews online are an important type of user-generated content, through which consumers share their experiences with products and services to help others make informed buying decisions. This paper targets online customers analyze and develop practical, achievable principles that can be used to enhance the presentation of customer feedback. We identify four two two ultimate goals through customer feedback online. The two main objectives are: (1) to help consumers make specific decisions, and (2) reduce the cognitive costs of making such decisions. The two intermediate objectives are: (1) to help consumers make an objective understanding of the product, and (2) to construct a set of evaluation criteria. Relying on constructive notice of judgment and consumer choice, a conceptual model of the line consumer review judgment based and choice is presented. The principles that will enhance the presentation of views and discuss the advantages of the new design on the traditional presentation of the online reviews are described.
by
Qianqian (Ben) Liu,
Elena Karahanna,
Richard T. Watson
Source: Business Horizons
10 pages.
May 15 2011: release date. Prod #: BH432-PDF-ENG
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