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Information Systems Frontiers

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28.01.2020

Personalize, Summarize or Let them Read? A Study on Online Word of Mouth Strategies and Consumer Decision Process

verfasst von: Mahesh Balan U, Saji K. Mathew

Erschienen in: Information Systems Frontiers | Ausgabe 3/2021

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Abstract

This study integrates theories of task complexity and cognitive stopping rule to understand how complexity of information environment impacts uncertainty, effectiveness and efficiency of consumers’ decision process. Using the reviews provided by an online retailer, we develop an e-commerce environment with three levels of complexity: high with raw textual reviews, medium with attribute-level review summaries and low with web personalization strategy based on attribute preferences extracted from online reviews. In a controlled lab experiment, users took buying decisions under different levels of complexity. Our analyses of clickstream data showed that users’ effectiveness and efficiency were the highest in review based personalized environment. However, between groups who received summarized and textual reviews, the latter demonstrated apparently higher effectiveness and efficiency in decision making, which went against our anticipation. Further investigation showed that users simplified decision process when exposed to raw reviews. These results further inform reviews-based personalization strategy in e-commerce.

Vorheriger Artikel Leveraging Image-Processing Techniques for Empirical Research: Feasibility and Reliability in Online Shopping Context

Nächster Artikel Addressing the Review-Based Learning and Private Information Approaches to Foster Platform Continuance

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Titel: Personalize, Summarize or Let them Read? A Study on Online Word of Mouth Strategies and Consumer Decision Process
verfasst von: Mahesh Balan U
Saji K. Mathew
Publikationsdatum: 28.01.2020
Verlag: Springer US
Erschienen in: Information Systems Frontiers / Ausgabe 3/2021
Print ISSN: 1387-3326
Elektronische ISSN: 1572-9419
DOI: https://doi.org/10.1007/s10796-020-09980-9

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