“59% of customers believe that reviews influence their buying behavior.”
(Xu et. al, 2015)
….You can only imagine the influence reviews have on product sales and what a valuable asset they are to businesses!
Especially for experience goods, the generation of reviews ensures quality and provides social control. Throughout the past weeks, the elective on ‘customer-centric digital commerce’ has shed light on the underlying motivations of users to post reviews, the possibilities to structure them and how (not) to respond to them. We have realized that format and style can have significant effects on consumers’ perceptions and buying behavior.