NDLI: Supporting customers' decision making with Rated Tags

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Supporting customers' decision making with Rated Tags

Content Provider	ACM Digital Library
Author	Kailer, Daniel Mandl, Peter Schill, Alexander
Abstract	In this paper, we present an empirical study that conducts the impact of Rated Tags on customers' decision making process in online stores. A Rated Tag is a combination of a user-generated tag and a 5-star rating scale. The Rated Tags system aims to support consumers' decisions and therefore falls into the category of interactive decision aids. The questions answered in this paper are whether Rated Tags can increase the decision making quality and decrease the decision effort of consumers. For this purpose, we have extracted 100 real customer reviews from amazon.de, which were assigned Rated Tags. The customer reviews and Rated Tags were used as a basis for the decision making process of our participants. The results of the study are promising. Participants of the Rated Tags group had an increased decision quality and a decreased decision making effort compared to the participants of the control group.
Starting Page	33
Ending Page	40
Page Count	8
File Format	PDF
ISBN	9781450326186
DOI	10.1145/2617848.2617849
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2014-08-05
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Social commerce Empirical study Tagging Ratings and reviews Decision support
Content Type	Text
Resource Type	Article

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