使用者評論與個人化資訊對消費行為的影響：以線上預訂平台為例

Abstract

本研究分析使用者評論與個人化資訊對消費者行為決策的影響。我們在某線上預訂平台上執行受試者間設計的隨機實驗，實驗結果發現，只顯示商品的評分時，並不能提升使用者的點擊意願與購買意願；但同時顯示商品評分與評論數時，平均點擊數顯著增加。此外，使用者也會傾向點擊高評分或高評論數的商品。我們更進一步分析實驗對不同類型使用者的影響，我們發現活躍的使用者會對使用者評論更有反應，而新註冊且完成個人資料填寫的使用者會對個人化資訊較有反應。

In this paper, we are interested in the effects of customer feedback and personalized information on customer purchase intention. A randomized control trial is conducted on an online reservation platform, with a 3 x 3 between-subject factorial design. We found that showing star ratings alone does not have a significant effect on click-through intention nor purchase intention. Showing star ratings alongside with the number of reviews, instead, significantly increases total clicks per user. Moreover, users tend to click on the products with higher star ratings or with a higher number of reviews. We also examine the effect for different user types. The results show that active users are more responsive to customer feedback than their inactive counterparts, and new users with personal information are more responsive to personalized information.