Importance of reviews in e-commerce & Review discount programmes

Virtually all buyers had assessed the sellers’ text comments before making transactions.

(Pavlou and Dimoka, 2006)

“Feedback text comments have a significant effect on both dimensions of trust… buyers are less likely to focus on numerical ratings in forming their trust beliefs, and to seek seller heterogeneity in feedback text comments.” (Pavlou and Dimoka, 2006 p.409)