구매 여정에서 나타나는 고객 평점과 후기의 영향

Existing research on customer ratings and reviews usually analyzes aggregated data by crawling tons of ratings, reviews, and sales data from related online sites. Thus it does not reflect how online review elements affect consumer’s step-by-step decision journey. In this study, it is assumed that an initial purchase intention for a product is formed based on the product information and rating presented on the individual product information screen when making an online purchase and the purchase intention is adjusted according to the helpfulness of review provided later. Then it was examined how each factor influences the decision journey. The effect of rating was investigated by examining whether there is a difference in purchase intention when high or low rating is presented with the same product information and then the effect of review by remeasuring purchase intention after presenting the review. It was examined which information has more influence on the purchase intention and whether this influence depends on the product type and the helpfulness of the review, especially when there is a discrepancy between the rating and the review. The results of two experiments showed that the influence of the rating varies according to the number of product reviews and the product type. The rating affects the purchase intention only when the rating is averaged by more than thousand customers and when such a rating is presented for search product that is relatively easy to evaluate objectively. The review presented later had a greater influence on the change of purchase intention when the review was negative than positive and more helpful, and when the product was a search product. Finally, the implications of the results were discussed.