A study of reviews and ratings on the internet

Authors:
Muzaffer Ozakca;Youn-Kyung Lim
Affiliations:
Indiana University, Bloomington, IN;Indiana University, Bloomington, IN
Venue:
CHI '06 Extended Abstracts on Human Factors in Computing Systems
Year:
2006

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Abstract

Many online sites use rating and review systems to attract new users by providing diverse opinions from their users. However, there is not much research on how to design these types of systems better. In this research, we explore how people perceive reviews and ratings on the Internet in order to inform the design of rating and review systems. In this ongoing project, we have conducted preliminary user studies to uncover the ways people use and perceive reviews and ratings on the Internet. Our initial findings show some interesting insights about different personal interpretation and utilization of ratings and reviews in different contexts. We conclude by listing recommendations for designers of online rating and review systems.