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Understanding Star Ratings on Product Review Website
conference contribution
posted on 2023-05-24, 19:30 authored by Rajesh RajaguruRajesh Rajaguru, Lin YangLin YangConsumers 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
History
Publication title
Academy of Marketing Conference 2019Department/School
TSBEEvent title
Academy of Marketing Conference 2019Event Venue
LondonDate of Event (Start Date)
2019-07-02Date of Event (End Date)
2019-07-04Repository Status
- Restricted