| Getting recommendation is more and more | | | | and the potential defects of the products. In most |
| encountered in online experience. Browsing a site | | | | cases, the defects are not fully revealed in the |
| may quickly bring suggestions, like Amazon, eBay | | | | product reviews. If customers only listen to the |
| and Yahoo! Sometimes the recommendations are | | | | words from the seller sites, they may find that |
| made by robots. Sometimes they are made by | | | | the purchase products are not as perfect as |
| real people. Who makes the recommendation is | | | | what was introduced. Hence a smart buyer shall |
| not so important. But a successful | | | | not rely merely on these sites to find out the |
| recommendation must have two points. | | | | product descriptions. They shall listen to more |
| 1. Real experience with the recommended object. | | | | from the customers who have bought the |
| Recommender must know the object details and | | | | product and used the product for some time. |
| must have real experience of using the object. | | | | There are many sites to promote the sharing of |
| 2. Honesty and objectivity. Recommender shall | | | | shopping experience and utilization experiences. |
| not simply say that an object is "good" or "bad". | | | | Some are based on specific product. For example, |
| Instead, s/he shall point out "what the good (or | | | | carclubsusa is an online car clubs for automobile |
| bad) things are". Recommender shall respect the | | | | enthusiasts. Other sites are universal, like It's |
| truth, neither concealing the defects nor | | | | designed to promote sharing of real user |
| exaggerating the capability. | | | | experiences based on all kinds of products |
| With more stores open online, techniques of online | | | | purchased by one customer. These sites relates |
| recommendation also grows quickly. Internet is | | | | with product recommendation. Users can write |
| good at speed and massive coverage. So it will be | | | | review of products that s/he purchased. And |
| a good source for customers to refer to for | | | | they can also give ratings to the products. To |
| making purchase decision. However, a site making | | | | make sure that the reviewers have real |
| recommendation must assure the above two | | | | experience of purchase (rather than an |
| points so as to survive. | | | | advertising agent in disguise), Q&A function |
| Amazon, eBay and Yahoo! all give product | | | | are added for the browsers. Questions can be |
| recommendations. At Amazon, you will find what | | | | asked for details (e.g. price or store address) that |
| have been bought by readers who are interested | | | | interests the browsers. Since these questions are |
| in the same books you are browsing. On Yahoo! | | | | random, only those who have real experiences |
| Auto category, for example, there is Editor's Picks | | | | can make the correct answers. As long as these |
| where a lot of new car reviews and auto shows | | | | questions can be answered satisfactorily, it will not |
| are posted. It has Y! Groups designed to discuss | | | | matter too much even if the review was posted |
| for Hybrid cars, but obviously there are many | | | | by an advertising agent because the agent has |
| spam messages inside. On eBay, there are Hot | | | | already known enough about the product. |
| for Holiday product list and Great Finds and More | | | | The non-seller nature of these sites makes it |
| Great Finds lists. eBay also have Community hub, | | | | unnecessary to solicit users to give good or bad |
| where members can meet with one another via | | | | comments. Independency is helpful to generate |
| discussion boards, chat rooms, Online Workshops, | | | | objectivity. And ranking is calculated on a massive |
| eBay Groups, and the Answer Center for | | | | review basis so as to avoid significant system |
| interactions. | | | | bias. So potential customers shall also visit these |
| For these sites operated by sellers, the | | | | sites to learn more about the products we are |
| promotional motive will lead to the bias in | | | | planning to buy. |
| introducing both the advantage of the product | | | | |