Impact Of Personalized Review Summaries On Buying Decisions: An Experimental Study

This study evaluates the impact of personalization of review summaries on consumers' cognitive efforts and buying decision. Following an experimental procedure we tested four hypotheses pertaining to online buyers' decision process. Our results show that personalized review summary significantly reduces the information processing effort and information requirements of those who received personalized review summaries as compared to those who did not. This study thus contributes to e-commerce literature on online buyer behavior and recommender systems strategy.