Towards an understanding of the role of Interface Design in Customer Review Search Quality - An investigation of Postchoice Regret
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چکیده
Online customer reviews represent an important source of aggregate product information. Today, these reviews compete for customer attention with the vast amount of other information presented on ecommerce websites, including product characteristics, alternative products, and context-based advertisements, among others. When customers’ ability to process this information is overloaded, valuable information contained in online product reviews may go unnoticed. This research examines the role of peer endorsement system interface design in customer perceptions of information search quality and its impact on the phenomenon of post-choice regret. An experimental methodology is employed to determine the relationship between interface design and customer anxiety over potential missed information. Over two hundred ecommerce customers took part in this experimental research, which compared the peer endorsement system offering of Amazon.com with Google Products. The results of this research shed some light on the way that customers use and value content provided by these systems.
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تاریخ انتشار 2011