SIG HIC - Human Computer Interaction
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Paper Type
ERF
Paper Number
1366
Description
While the economic significance of reviews and ratings in e-commerce is undisputed, previous studies revealed that the significant underreporting bias inherent in aggregated ratings could mislead potential customers. In particular, the positively skewed distribution (i.e., J-shape) of ratings might lead to biased assumptions about a particular seller. Providing the transaction count of a seller as an additional aggregated metric might, however, mitigate the consequences of this bias by giving potential customers more information about the seller. While research suggests to display the transaction count in review systems, its effect has not yet been investigated. Therefore, we propose to conduct an experiment to understand if providing such a transaction count in a review system actually influences consumer behavior (e.g., purchase intention), and if so, how. With this research still in process, we invite a discussion of our experiment’s design, and its potential for theoretical deductions.
Recommended Citation
Poniatowski, Martin, "How the Display of the Transaction Count Affects the Purchase Intention" (2022). AMCIS 2022 Proceedings. 8.
https://aisel.aisnet.org/amcis2022/sig_hci/sig_hci/8
How the Display of the Transaction Count Affects the Purchase Intention
While the economic significance of reviews and ratings in e-commerce is undisputed, previous studies revealed that the significant underreporting bias inherent in aggregated ratings could mislead potential customers. In particular, the positively skewed distribution (i.e., J-shape) of ratings might lead to biased assumptions about a particular seller. Providing the transaction count of a seller as an additional aggregated metric might, however, mitigate the consequences of this bias by giving potential customers more information about the seller. While research suggests to display the transaction count in review systems, its effect has not yet been investigated. Therefore, we propose to conduct an experiment to understand if providing such a transaction count in a review system actually influences consumer behavior (e.g., purchase intention), and if so, how. With this research still in process, we invite a discussion of our experiment’s design, and its potential for theoretical deductions.
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