1. 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

2. Monday, June 01, 20152 of 6 Online User Reviews  Consumers: – Mitigates Risk  Websites: – Keeps users from leaving a site Sell More Products!

3. Monday, June 01, 20153 of 6 Are all Reviews Created Equal?  Most research:  UI Design: – Highlight Positive Reviews + reviews = ↑ $ – reviews = ↓ $

4. Monday, June 01, 20154 of 6 Movies Which movie would you rather see? “Movie A” Average Rating: C+ 500 ratings “Movie B” Average Rating: B+ 500 ratings

5. Monday, June 01, 20155 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

6. Monday, June 01, 20156 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