Consumers often rely on product reviews when purchasing experienced products due to a lack of complete information, leading to uncertainty and hesitation before purchasing. Developers have come to recognize the importance of consumer reviews as a means of gathering feedback and improving their products. With this in mind, our study aims to investigate how incorporating consumer reviews into product designs affects consumer conversion rates. We analyzed 16,591 game data collected from STEAM ecosystem. Using a Natural Language Process (NLP) tool (e.g., Doc2Vec), we assessed the semantic similarity between consumer reviews and product descriptions. Using the similarity measure, we find that consumers tend to place greater trust in reviews that contain information that aligns with the product description. We also find that incorporating consumer feedback into product design reduces product uncertainty and increases consumer confidence in making a purchase.
Liu, Zhongyi and Um, Sungyong, "Unlocking Consumer Conversion: Insight for Designing Experience Products in a Platform Ecosystem" (2023). PACIS 2023 Proceedings. 140.
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