Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Does Design Matter? An Empirical Investigation into the Design-Impact of Online Review Systems

Published: May 24, 2023


Jochen Reiner, Aalborg University Business School; Dominik Hettich, Goethe University Frankfurt; Daniel Kostyra, Goethe University Frankfurt


Online review systems have become inherent in customers’ decision-making when purchasing products or services online. Firms are aware of their impact on sales and strive to improve managing this customer-generated information. An aspect of review systems that has received little attention so far is the effect of design decisions, e.g., a 5-star rating vs. a simple “like.” It remains unclear whether and how the design of the review system affects customers’ decision-making. Our study investigates the impact of four review designs on six commonly used customer response measures capturing customers’ behavioral intention, product evaluation, and information processing. An online experiment shows initial evidence that i) the design of review systems indeed affects customers’ decision-making and ii) customer responses for behavioral intention and product evaluation strongly deviate between simple recommendation and the commonly used rating designs.