A recent article in the Financial Times delves into the contradictory world of online reviews. In some cases, user reviews have a big impact on purchasing behavior. In other cases, not so much.
The Financial Time’s Michael Skapinker took a look at the research on reviews, and found it to be “strangely inconclusive.”
Skapinker notes that little is known about the effects of reviews despite “all the talk of how online consumers have taken control.” And there’s plenty to indicate that consumers rely on information such as product descriptions when making purchasing decisions.
You can read more about online reviews at ft.com [registration required].