The evaluation of reviewers' profile in the internet shopping sites

Personality information vs. familiarity information

Abstract

We examined how the users evaluate reviewer’s profile in the Internet shopping sites. Reviewer’s profile was shown in 4 styles: basic information only, basic information + personality, basic information + familiarity, or basic information + personality + familiarity.Twenty four students evaluated the reliability and friendliness of the review, and willingness to review.Our results suggested that users evaluates the review more reliable and friendly when the reviewer's familiarity with the product, rather than reviewer’s personality, was indicated with basic information.