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

See all articles by Dominik Gutt

Dominik Gutt

Paderborn University - Faculty of Business Administration and Economics

Jürgen Neumann

Paderborn University

Steffen Zimmermann

University of Innsbruck

Dennis Kundisch

Business Information Systems, esp.. Digital Markets

Jianqing Chen

The University of Texas at Dallas, Jindal School of Management

Date Written: January 25, 2019

Abstract

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

Gutt, Dominik and Neumann, Jürgen and Zimmermann, Steffen and Kundisch, Dennis and Chen, Jianqing, Design of Review Systems – A Strategic Instrument to Shape Online Reviewing Behavior and Economic Outcomes (January 25, 2019). Available at SSRN: https://ssrn.com/abstract=3162030 or http://dx.doi.org/10.2139/ssrn.3162030

Dominik Gutt (Contact Author)

Paderborn University - Faculty of Business Administration and Economics ( email )

Warburger Str. 100
Paderborn, 33095
Germany

Jürgen Neumann

Paderborn University ( email )

Warburger Str. 100
Paderborn, 33098
Germany

Steffen Zimmermann

University of Innsbruck ( email )

Universitaetsstr. 15
Innsbruck, A-6020
Austria

Dennis Kundisch

Business Information Systems, esp.. Digital Markets ( email )

Warburger Str. 100
D-33098 Paderborn
Germany

Jianqing Chen

The University of Texas at Dallas, Jindal School of Management ( email )

800 West Campbell Road
Richardson, TX 75080
United States

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