Consumer awareness and use of product review websites

Ainsworth Anthony Bailey
University of Toledo

INTRODUCTION

“The result is a magnificent flowering of interest communities, including those centered around product information. The most intriguing of these is Epinions.com (http://www.epinions.com), a vast and endlessly fascinating collection of member-supplied reviews on an enormous amount of consumer products. Among a number of product-review sites, Epinions has best applied those two major interest-community trends. It's a giant community with thousands of adept reviewers and millions of visitors. Furthermore, it uses clever technologies to maintain its appealing site and to generate several revenue streams, including one for the reviewers” (O'Leary 2002)