Human Computer Interaction


Online customer reviews represent an important source of aggregate product information. Today, these reviews compete forcustomer attention with the vast amount of other information presented on ecommerce websites, including productcharacteristics, alternative products, and context-based advertisements, among others. When customers’ ability to processthis information is overloaded, valuable information contained in online product reviews may go unnoticed. This researchexamines the role of peer endorsement system interface design in customer perceptions of information search quality and itsimpact on the phenomenon of post-choice regret. An experimental methodology is employed to determine the relationshipbetween interface design and customer anxiety over potential missed information. Over two hundred ecommerce customerstook part in this experimental research, which compared the peer endorsement system offering of with GoogleProducts. The results of this research shed some light on the way that customers use and value content provided by thesesystems.