When the Stars Shine Too Bright: The Influence of Multidimensional Ratings on Online Consumer Ratings
研究比较了单维与多维评分系统对消费者总体评分的影响，通过七项实验发现多维评分中的维度评分会系统性地影响总体评分，对平台设计者和研究者有参考价值。
Scholars generally assume that consumer ratings reflect consumer satisfaction, but ratings can be influenced by the design of the rating system. We examine two rating designs—single-dimensional rating systems, which elicit overall ratings only, and multidimensional (MD) rating systems, which elicit both dimensional and overall ratings—and how they impact overall ratings. Drawing on the accessibility–diagnosticity framework, we argue that dimensional ratings in MD systems influence overall ratings based on how the dimensions have been rated. We support this explanation with seven experiments. Our results suggest that across various experimental settings, rating objects, dimensions, and numbers of dimensions, overall ratings are systematically influenced by the design of the rating system. This paper was accepted by Chris Forman, information systems.