Paper Type
Short
Paper Number
PACIS2025-1921
Description
Similar to online consumer reviews, online question and answer (Q&A) sections are a pivotal form of electronic word-of-mouth on e-commerce platforms. The integration of a Q&A function typically enhances consumers’ perception of product diagnosticity by providing an additional information channel. However, this addition often results in consumers paying less attention to traditional reviews due to their relatively uncertain nature, thereby reducing the perceived review set helpfulness. In this study, we utilize the cue-summation theory and the certainty effect to elucidate the trade-off associated with introducing new information channels. To mitigate this challenge, we propose three distinct information channel interaction designs that vary based on the level of attention required: focused, peripheral, and implicit interaction designs. Among these, the peripheral interaction design holds the greatest potential in balancing this trade-off. This study offers significant theoretical and practical insights into the design of information channels and their implementation on e-commerce platforms.
Recommended Citation
WANG, Guangxu; Li, Zengxi; and LIAO, Stephen Shaoyi, "Interacting Reviews and Q&As on E-commerce Platforms: Three Information Channel Interaction Designs" (2025). PACIS 2025 Proceedings. 8.
https://aisel.aisnet.org/pacis2025/general_topic/general_topic/8
Interacting Reviews and Q&As on E-commerce Platforms: Three Information Channel Interaction Designs
Similar to online consumer reviews, online question and answer (Q&A) sections are a pivotal form of electronic word-of-mouth on e-commerce platforms. The integration of a Q&A function typically enhances consumers’ perception of product diagnosticity by providing an additional information channel. However, this addition often results in consumers paying less attention to traditional reviews due to their relatively uncertain nature, thereby reducing the perceived review set helpfulness. In this study, we utilize the cue-summation theory and the certainty effect to elucidate the trade-off associated with introducing new information channels. To mitigate this challenge, we propose three distinct information channel interaction designs that vary based on the level of attention required: focused, peripheral, and implicit interaction designs. Among these, the peripheral interaction design holds the greatest potential in balancing this trade-off. This study offers significant theoretical and practical insights into the design of information channels and their implementation on e-commerce platforms.
Comments
General