Internet shopping has taken on a life of its own over the past decade, with more and more people choosing to buy items online because it's easier than shopping in a brick and mortar store. Internet shopping can be completed any time of day or night and allows the consumer to compare prices and products before making a decision. A major downfall to internet shopping is that consumers are not able to physically see or touch an item, making it difficult to compare multiple products before making a decision about which one to purchase. This issue makes product reviews an integral part of the online shopping experience and enables consumers to make informed purchases.
Product reviews have various formats online and can vary from site to site based on the interface used. Many popular shopping sites have built-in reviews on each product page. Quick glance set-ups such as 5 star ratings allow shoppers to efficiently peruse a long list of available items to narrow down choices. This is especially helpful when someone knows that they are shopping for a toaster, for example. A major shopping site will contain a list of available models, with each choice being awarded a rating based on consumer reviews. While individual user experiences can vary, this generally will give a shopper a good idea of products that are worth investigating further, while alleviating the frustration of purchasing an inferior product.
Once a shopper has narrowed down the choices to a select few models, in-depth reviews make the remainder of the research process easier. These types of product reviews are often used in addition to simple 5 star reviews and allow users to give verbal input about a product they own or have used. Generally, people strive to give more weight to reviews where they
feel affiliation to the reviewer, making it easier to imagine themselves owning the product in question. This is what makes dedicated review sites very popular; in addition to the product- or genre-specific subject matter, reviewers are often more knowledgeable about the product and have gone out of their way to share their experiences without any direct benefit to them.
While literally any product sold online can have product reviews, those purchasing technology related items tend to rely more heavily on consumer ratings. Of course, product reviews aren't limited to computers and DVD players; other areas of online retail also rely extensively on consumer input to drive sales. Clothing and shoes are a prime example, especially because these are items that generally need to be tried on before purchasing. This is an area where product reviews are especially important, as reviewers can warn other shoppers if an item runs small or large, or has other sizing issues that may not be addressed in the description.
The bottom line is that people rely on the experiences of others when making choices about product purchases. Just as you may refer a friend to your insurance agent or tell your sister about your new favorite brand of shampoo, product reviews strive to tell the internet community about recommended products. Online product reviews are generally taken at their face value and people tend to believe what is written. Although there are certainly situations where people may be paid to write reviews, most reputable sites feature honest reviews from everyday people who have a genuine opinion about a product based on personal experience. For this reason, dedicated review sites with a large member base or shopping sites with integrated review systems such as those used by large online retailers are given preferential regard when seeking product reviews.
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