Abstract

Online reviews are an established way of reducing information asymmetry between consumers and sellers. The design of review systemsis a detrimental factor for their success and substantially influences reviewing behavior as well as the content of reviews. The design might nudge the systems’ user towards acting in a certain way or publishing specific information, e.g., by providing review guidelines or review templates. However, most of the design features analyzed in research implicitly assume that all their users are equal and do not consider their users’ individual personality traits. In this study, we contribute to existing research by further investigating the heterogeneous impact of review templates on reviewing behavior in the light of different reviewer personality traits. To this end, we present an experimental study, which uncovers the moderating nature of the big five personality traits agreeableness and conscientiousness on the positive relationship between providing a feature-based review template and the review length. Thus, with this study we contribute to research on online review system design as well as user interface design considering users’ personality traits. Our preliminary results suggest that practitioners need to take reviewers’ traits into account when designing online review systems.

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