Consumer awareness and use of product review websites

This paper reports on a study that was undertaken to assess consumer awareness, and use, of product review websites.
  

Consumer awareness and use of product review websites

Ainsworth Anthony BaileyUniversity 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...

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