Print Email Facebook Twitter The role of attributes in product quality comparisons Title The role of attributes in product quality comparisons Author Moraes Gomes, F. (TU Delft Web Information Systems) Yang, J. (Amazon) Zhang, Rongting (Amazon) Murdock, Vanessa (Amazon) Date 2020 Abstract In online shopping quality is a key consideration when purchasing an item. Since customers cannot physically touch or try out an item before buying it, they must assess its quality from information gathered online. In a typical eCommerce setting, the customer is presented with seller-generated content from the product catalog, such as an image of the product, a textual description, and lists or comparisons of attributes. In addition to catalog attributes, customers often have access to customer-generated content such as reviews and product questions and answers. In a crowdsourced study, we asked crowd workers to compare product pairs from kitchen, electronics, home, beauty and office categories. In a side-by-side comparison, we asked them to choose the product that is higher quality, and further to identify the attributes that contributed to their judgment, where the attributes were both seller-generated and customer-generated. We find that customers tend to perceive more expensive items as higher quality but that their purchase decisions are uncorrelated with quality, suggesting that customers seek a trade-off between price and quality when making purchase decisions. Crowd workers placed a higher value on attributes derived from customer-generated content such as reviews than on catalog attributes. Among the catalog attributes, brand, item material and pack size were most often selected. Finally, attributes with a low correlation with perceived quality are nonetheless useful in predicting purchases in a machine-learned system. Subject Attribute comparisonOnline reviewsProduct quality To reference this document use: http://resolver.tudelft.nl/uuid:8feac643-002d-435d-8971-f8e0b4c6cb68 DOI https://doi.org/10.1145/3343413.3377956 Publisher Association for Computing Machinery (ACM), New York ISBN 978-1-4503-6892-6 Source CHIIR 2020 - Proceedings of the 2020 Conference on Human Information Interaction and Retrieval Event 5th ACM SIGIR Conference on Human Information Interaction and Retrieval, CHIIR 2020, 2020-03-14 → 2020-03-18, Vancouver, Canada Part of collection Institutional Repository Document type conference paper Rights © 2020 F. Moraes Gomes, J. Yang, Rongting Zhang, Vanessa Murdock Files PDF 3343413.3377956.pdf 2.93 MB Close viewer /islandora/object/uuid:8feac643-002d-435d-8971-f8e0b4c6cb68/datastream/OBJ/view