The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories Lisa Hankin School of Information.

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Presentation transcript:

The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories Lisa Hankin School of Information University of California, Berkeley May, 2007

Monday, June 01, of 6 Online User Reviews  Consumers: – Mitigates Risk  Websites: – Keeps users from leaving a site Sell More Products!

Monday, June 01, of 6 Are all Reviews Created Equal?  Most research:  UI Design: – Highlight Positive Reviews + reviews = ↑ $ – reviews = ↓ $

Monday, June 01, of 6 Movies Which movie would you rather see? “Movie A” Average Rating: C+ 500 ratings “Movie B” Average Rating: B+ 500 ratings

Monday, June 01, of 6 Sellers Which seller would you rather buy from? “Mr. Smith” Average Rating: 79% 1,000 ratings “Mr. Jones” Average Rating: 100% 10 ratings

Monday, June 01, of 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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