Details of Research Outputs

Purpose: Although considerable evidence shows that online product reviews (OPRs) can greatly affect consumers, how interface designs of OPR systems (i.e. websites where consumers read and write OPRs) impact online buying behavior has not yet been well investigated. Using research on confidence in judgment and the Stimulus-Organism-Response (SOR) framework, this study aims to develop a model of the effects of OPR system design on consumer purchase behavior. Design/methodology/approach: A study using a two by two by two factorial experimental design was conducted. The structural model with AMOS 23 based on 319 useable data points was tested. Findings: Findings are very interesting. First, designs that manipulate positions of reviews impact perceived value but surprisingly have no effects on confidence in judgment. Second, designs using default display order based on helpfulness votes rather than on recency of reviews increase confidence to a higher level. Third, although unstructured organization methods are used by many major OPR systems, they are inferior in enhancing consumers’ emotional reactions to structured ones. Research limitations/implications: This paper highlights the need for more academic research on how interface designs of online product review systems impact purchase behavior. Additionally, this study emphasizes the need for examining how confidence in judgment is impacted in the online environment. Practical implications: For practitioners, this research provides them with design implications on how to increase consumer purchase behavior. Originality/value: This research enhances the understanding of the effects of OPR system interface design on purchase behavior. In addition, the current paper sheds light on how confidence in judgment, given its importance in reducing online consumer’s hesitance to buy, is impacted by various interface designs of OPR systems. Furthermore, this study applies the SOR framework to the context of OPR system designs.