Abstract
Online reviews can play a significant role in consumer decision-making processes. Previous research has focused on investigating the effects of different review elements, such as valence or volume, on sales rank and perceived helpfulness. However, very little is known about how consumers actually attend to and process reviews. Moreover, reviews exist in the context of other elements on product pages, but previous studies have not investigated the combined effects of the different product page elements. This study uses eye tracking to investigate how consumers attend to product pages. Participants (N = 74) were asked to review product pages of five different brands of either a search or an experience product. The results show that although product-related information is most important for consumers, consumers also spend time on review-related information, particularly the review text and reviewer information. Also, we observe differences in attention paid to different page elements for search versus experience products.
| Original language | English (US) |
|---|---|
| Journal | International Journal of Advertising |
| DOIs | |
| State | Published - 2019 |
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Keywords
- attention
- eye-tracking
- network analysis
- online reviews
- search and experience products
Cite this
How consumers attend to online reviews : an eye-tracking and network analysis approach. / Maslowska, Ewa; Segijn, Claire M; Vakeel, Khadija Ali; Viswanathan, Vijay.
In: International Journal of Advertising, 2019.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - How consumers attend to online reviews
T2 - an eye-tracking and network analysis approach
AU - Maslowska, Ewa
AU - Segijn, Claire M
AU - Vakeel, Khadija Ali
AU - Viswanathan, Vijay
PY - 2019
Y1 - 2019
N2 - Online reviews can play a significant role in consumer decision-making processes. Previous research has focused on investigating the effects of different review elements, such as valence or volume, on sales rank and perceived helpfulness. However, very little is known about how consumers actually attend to and process reviews. Moreover, reviews exist in the context of other elements on product pages, but previous studies have not investigated the combined effects of the different product page elements. This study uses eye tracking to investigate how consumers attend to product pages. Participants (N = 74) were asked to review product pages of five different brands of either a search or an experience product. The results show that although product-related information is most important for consumers, consumers also spend time on review-related information, particularly the review text and reviewer information. Also, we observe differences in attention paid to different page elements for search versus experience products.
AB - Online reviews can play a significant role in consumer decision-making processes. Previous research has focused on investigating the effects of different review elements, such as valence or volume, on sales rank and perceived helpfulness. However, very little is known about how consumers actually attend to and process reviews. Moreover, reviews exist in the context of other elements on product pages, but previous studies have not investigated the combined effects of the different product page elements. This study uses eye tracking to investigate how consumers attend to product pages. Participants (N = 74) were asked to review product pages of five different brands of either a search or an experience product. The results show that although product-related information is most important for consumers, consumers also spend time on review-related information, particularly the review text and reviewer information. Also, we observe differences in attention paid to different page elements for search versus experience products.
KW - attention
KW - eye-tracking
KW - network analysis
KW - online reviews
KW - search and experience products
UR - http://www.scopus.com/inward/record.url?scp=85067622056&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067622056&partnerID=8YFLogxK
U2 - 10.1080/02650487.2019.1617651
DO - 10.1080/02650487.2019.1617651
M3 - Article
AN - SCOPUS:85067622056
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
ER -