Reputation Star Society: Are star ratings consulted as substitute or complementary information?
| Autor: | Carolin J. Waldner, John C. Ronquillo, Jurgen Willems |
|---|---|
| Přispěvatelé: | Applied Economics |
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
Information Systems and Management
211903 Betriebswissenschaften 502023 NPO-Forschung 502019 Marketing media_common.quotation_subject 02 engineering and technology Profit (economics) Star ratings Management Information Systems 505027 Administrative studies Arts and Humanities (miscellaneous) 020204 information systems 211903 Science of management 0502 economics and business 0202 electrical engineering electronic engineering information engineering Developmental and Educational Psychology Visual attention Information systems 605005 Publikumsforschung media_common eye-tracking 05 social sciences Advertising Online reputation systems star ratings decision-making 605005 Audience research Ask price 505027 Verwaltungslehre Eye tracking 050211 marketing Laboratory experiment Psychology 502023 NPO research Reputation Decision-making |
| Popis: | To simplify decision making processes, online platforms frequently display reputation star ratings as an indication of the quality of a product, service, or organization. Can information provided by such star ratings draw away attention from other information? This is an important question for platform developers to adjust the use of such ratings. We conduct a between-subjects laboratory experiment (n = 121) where we manipulate the difference between the reputation star ratings of two social profit organizations, and ask respondents to indicate which organization they prefer. Applying eye-tracking technology, we analyze how the visual attention between the treatment conditions differs. Our findings show that reputation star ratings are consulted as complementary information, rather than as substitute information. Moreover, the results suggest that the lack of stars – not the presence of more stars – attracts visual attention. |
| Databáze: | OpenAIRE |
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