Unveiling user-generated content : Designing websites to best present customer reviews

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

34 Scopus Citations
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Author(s)

Detail(s)

Original languageEnglish
Pages (from-to)231-240
Journal / PublicationBusiness Horizons
Volume54
Issue number3
Publication statusPublished - May 2011
Externally publishedYes

Abstract

Online customer reviews are an important type of user-generated content, through which consumers share their experiences with products and services in order to help others make informed purchasing decisions. In this article, we discuss the goals of online customer reviews and develop practical, actionable principles that can be used to improve the presentations of customer reviews. We identify four goals-two ultimate, and two intermediate-of online customer reviews. The two ultimate goals are: (1) to assist consumers in making accurate choices, and (2) to reduce the cognitive costs of making such choices. The two intermediate goals are: (1) to help consumers form an unbiased understanding of the product, and (2) to construct a set of evaluative criteria. Drawing on the constructive view of consumer judgment and choice, we present a conceptual model of online-review based consumer judgment and choice. We report principles that will improve the presentation of reviews, and discuss the benefits of the new design over the traditional presentation of online reviews. © 2011 Kelley School of Business, Indiana University.

Research Area(s)

  • Accuracy of judgment and choice, Cognitive costs, Constructive view, Online customer reviews, User-generated content

Citation Format(s)

Unveiling user-generated content : Designing websites to best present customer reviews. / Liu, Qianqian (Ben); Karahanna, Elena; Watson, Richard T.

In: Business Horizons, Vol. 54, No. 3, 05.2011, p. 231-240.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review