Journey and contribution of a user as both producer and consumer of user rating and reviews

Abstract

With more and more products being available on online platforms, brick-and-mortar stores are not the dominant option anymore. In the case of the brick-and-mortar stores model, consumers have limited options available to select once they visit a store. So, the merchant only stocks the products with high brand value and are most likely to sell. The companies had to target the customers through traditional channels like TV and billboards. But now, with the explosion of online e-commerce, the customers have more options to select and have a better ability to compare products. The product specifications and brand reputation remain the critical factors for adding a product into the consideration set. Still, the user-generated ratings and reviews play a crucial role in making the final purchase decision. They can be both quantitative and qualitative generated contents. These ratings also act as a source of information for many uninformed users. Customers can offer their thoughts and opinions on various services and products through review platforms such as Amazon, Flipkart, and others. Product reviews have become a critical component of electronic and traditional organizations as their value has grown. Product reviews provide consumers with information that assists them in determining product quality and making purchasing decisions. Numerous studies have demonstrated online product reviews to have a significant impact on sales, product image, and service quality.