Online customer reviews are an important type of user-generated content that allows customers to share their experiences with products and services in order to help others make informed buying decisions. In this article we will discuss the purpose Internet for customers and to develop practical and effective guidelines that can be used to improve the presentation of customer reviews. We identify four goals in the final two, and two intermediate online customer reviews. The two ultimate goals: (1) to assist consumers in making an accurate selection, and (2) to reduce the cognitive costs of such a decision. Two intermediate goals: (1) to help consumers create a fair presentation of the product, and (2) to construct a set of evaluation criteria. Building on the constructive view of consumer decision and choice, we present a conceptual model of an online survey on the basis of consumer decisions and choices. We report on the principles that will improve the presentation of the feedback, and discuss the advantages of the new design compared to the traditional presentation of the online reviews. "Hide
by Qianqian (Ben) Liu, Elena Karahanna, Richard T. Watson Source: Business Horizons 10 pages. Publication Date: May 15, 2011. Prod. #: BH432-PDF-ENG
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