Design of Review Systems – A Strategic Instrument to Shape Online Reviewing Behavior and Economic Outcomes
32 Pages Posted: 1 May 2018 Last revised: 1 Feb 2019
Date Written: January 25, 2019
Abstract: As online reviews play a decisive role in consumers’ purchase decisions, e-commerce platforms are using review systems strategically to obtain a competitive advantage. However, the strategic potential can only be leveraged if the review system is designed appropriately. Research on the design of review systems and the effects of design choices has not yet been summarized or synthesized in a review article. We aim to close this gap by providing a scoping review. In our synthesis we posit that the design of review systems moderates the impact of online reviews on economic outcomes and the factors that drive the formation of reviews. After reviewing current research findings, we identify gaps and provide a research agenda covering three key themes: Design features, environments, and devices.
Keywords: Online Review Systems; Scoping Review; Synthesis of Research Findings; Conceptual Mode; Research Agenda; Electronic Word-of-Mouth
JEL Classification: M31; D82; D83
Suggested Citation: Suggested Citation