Understanding and Encouraging Online Reviewing With a Selection-Based Review System

摘要

Online consumer reviews are important for people wishing to make purchases online. However, not everyone contributes online reviews. This paper looks at consumer motivations of reviewing and rating behaviour in order to motivate the design of a mobile interface for online reviewing. An interview study found that people tend to contribute reviews and ratings based on their perception of whether they would be helpful or not to others as well as their own personal view of the usefulness of reviews and ratings when buying products. There also seems to be a cost-benefit trade-off that influences people's decisions to review and rate: people tend to make a decision based on the perceived value of that review or rating to the community against the effort and costs of contributing. A mobile interface was designed that was intended both to reduce the cost of leaving reviews and to increase the perception of the usefulness of the reviews to others. An initial evaluation of this reviewing interface suggests that it could encourage more people to leave reviews.RESEARCH HIGHLIGHTSWe conducted an exploratory interview study to understand people's online reviewing and rating behaviourPeople contribute online reviews based on their perceptions of the usefulness to others of the review in comparison to the cost of leaving the reviewWe developed and evaluated a prototype selection-based reviewing system designed to make it easier to leave more useful product information without taking as much time as writing a reviewParticipants spent less time leaving reviews and preferred and rated as more useful our new reviewing system compared to a common reviewing system.