Five-star or thumbs-up? The influence of rating system types on users' perceptions of information quality, cognitive effort, enjoyment and continuance intention

摘要

Purpose - Recent years have witnessed the development of a variety of rating systems but the authors have little knowledge about their impact on users' perceptions of information quality, cognitive decision effort, and enjoyment. The purpose of this paper is to understand the potential cognitive fit underlining the relationship between rating systems types (i.e. five-star, binary-visual, and binary-textual) and tasks (i.e. purchase-decision and browsing tasks) in the context of shopping websites.