Rating, review and reputation: how to unlock the hidden value of luxury consumers from digital commerce?

Abstract

Purpose

Product ratings and reviews are popular tools to support buying decisions of consumers. Many e-commerce platforms now offer product ratings and reviews as ratings and reviews are valuable for online retailers. However, luxury goods industry is somewhat slow to adapt to the digital terrain. The purpose of this paper is to answer “how luxury consumers see user-generated product ratings and reviews for their online shopping experience and what important factors or values are perceived by the luxury consumers when they shop online?”

Design/methodology/approach

To understand how luxury consumers use product ratings and reviews before buying online, a survey with a situational set up of variations of rating, review and price options in association with a number of hypothetical luxury goods was conducted among 421 global luxury consumers out of over 6,000 people. The study was carried out from September to October 2018 for six weeks in the form of online and mobile survey. User population is high net-worth individuals or luxury consumers derived from the author’s various professional and social networks and communities. Their geographical coverage would be global, but concentrated around the major cities.

Findings

The survey shows that ratings and reviews can be important source of information for luxury consumers. Online ratings and reviews are rated as helpful by 76.01% of the participants. People who chose the highly rated one (4.8/5) over the poorly rated (3.7/5) was 86.94%, while all else such as product category, star rating and price range are about the same. Feedback from the open question survey indicates that the perceived helpfulness of rating and review systems could vary. Comparing user reviews is time-consuming because of unstructured nature of contextual reviews and the relative nature of human perception on the rating scale.

Research limitations/implications

There are two aspects of ratings and reviews playing an important role for luxury consumers’ buying decision. First, it is about helpfulness of collective rating score. Luxury consumers see a user-generated rating score and use the score when they make a choice even if the rating is not an absolute, but relative figure, not exactly like the star rating system in the hotel industry. Second, there is discrepancy between the status of the brand in association with its price position and perceived value as the industry does not cope with classifying their brands in any official star rating system.

Practical implications

Consumers need compact and concise information about the products they need. When there are only a few potential products left in their short wish-list, full user reviews can be helpful to get more details and general opinions about the products on the short list before making a final decision. In that regard, a primary indicator that will guide through the decision-making process of the luxury consumers would be the trustworthiness of user rating of each product in an aggregated score along with a potential use of sub-ratings, which has to be visible from the product landing page.

Originality/value

Even if there is a wide use and ubiquitous nature of product ratings and reviews in other consumer products, the author is curious about how luxury consumers use ratings and reviews for their buying decision because there are not that many researches done previously in spite of the importance of this issue. Luxury goods industry has hit €320bn in 2017 according to Bain and Co., and 25% of the trading volume will be replaced by the digital commerce by 2025.

Citation

Shin, D. and Darpy, D. (2020), "Rating, review and reputation: how to unlock the hidden value of luxury consumers from digital commerce?", Journal of Business & Industrial Marketing, Vol. 35 No. 10, pp. 1553-1561. https://doi.org/10.1108/JBIM-01-2019-0029