Wednesday, October 9, 2019, 10:14 AM
Reviews on e-commerce sites biased: Survey
With large variety in product categories and prices, reviews and ratings by past buyers often come in handy while buying online, but consumers continue to remain wary of such them. The veracity of reviews and ratings posted on products are sometimes questionable and are impacted by huge positive bias, consumers said in a survey of over 33,000 participants by community platform LocalCircles. 62% of consumers said product ratings carry a positive bias (overestimate the good) on most products, while 57% said the reviews posted for items are often too positive. Around one-fifth felt product ratings on e-commerce platforms are often too harsh, and carry a negative bias. Further, over 60% of consumers faced a scenario where a product with a high rating on the site did not meet the expectations of buyers.
