eCite Digital Repository

Understanding Star Ratings on Product Review Website


Rajaguru, R and Yang, L, Understanding Star Ratings on Product Review Website, Academy of Marketing Conference 2019, 2-4 July 2019, London (2019) [Conference Extract]

PDF (In proceeding page 52.)
Pending copyright assessment - Request a copy


Consumers often judge the product/service based on the numeric ratings available on the review websites. The study supports and extends cue utilisation theory to understand the importance of various cues in the consumer process of evaluating and reviewing a product. The paper explores the product cues in customer reviews and reveals the differences in consumer star rating between attribute associated complex and simple products. Five product categories were selected, and reviews and star ratings were analysed. The finding suggests that consumers who intend to use the product reviews in their purchase decision need to be thoughtful and make decisions by looking at the complexity of product attributes and associated star rating. Further research may propose a conceptual model linking the effect of various dimension of product attributes to consumer evaluation and review of the product

Item Details

Item Type:Conference Extract
Keywords:Consumer online review, product attribute, product review
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Rajaguru, R (Dr Rajesh Rajaguru)
UTAS Author:Yang, L (Dr Lin Yang)
ID Code:136388
Year Published:2019
Deposited By:TSBE
Deposited On:2019-12-17
Last Modified:2020-01-09

Repository Staff Only: item control page