Understanding of Customer Decision-Making Behaviors Depending on Online Reviews

With a never-ending stream of reviews propagating online, consumers encounter countless good and bad reviews. Depending on which read, they get different impression the product. In this paper, we focused relationship between text numerical information to gain better understanding decision-making process affected by We evaluated decisions that made when encountering review structure star ratings paired with comments, respect three research questions: (1) how compare two products reviews, (2) individually perceive product based corresponding (3) interpret comments. Through user study, confirmed consider differently according presentation conditions. When were comparing products, more influenced ratings, whereas evaluating individual Additionally, planning buy examined stringent criteria than those who had already purchased