Purpose

In this paper the authors aim to review the state-of-the-art literature on online review systems and their impacts on consumer behavior and retailers' performance with the aim of identifying research gaps related to different design features of review systems and developing future research agenda.

Design/methodology/approach

The authors conducted a systematic review based on PRISMA 2020 protocol, focusing on studies published in the domains of retailing and marketing. This procedure resulted in 48 selected papers investigating the design features of retailer online review systems.

Findings

The authors identify eight design features that are controllable by retailers in an online review system. The design features have been researched independently in previous literature, with some features receiving more attention. Most selected studies focus on the design features adapted metrics and review presentations, while other features are generally neglected (e.g. rating dimensions). Previous literature argues that design features affect consumer behaviors and retailers' performance. However, the interactions among the features are still neglected in the literature, creating a relevant gap for future research.

Originality/value

This paper distinguishes between different types of retailer online review systems based on how they are implemented. The authors summarize the state-of-the-art of relevant literature on design features of online review systems and their effects on consumer- and retailer-related outcome variables. This systematic literature review distinguishes between online reviews provided on websites controlled by retailers (internal systems) and third-party websites (external systems).

中文翻译：

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零售商在线评论系统的设计——系统文献综述和未来研究议程

目的

在本文中，作者旨在回顾有关在线评论系统及其对消费者行为和零售商绩效的影响的最新文献，旨在确定与评论系统的不同设计特征相关的研究差距并开发未来的研究议程。

设计/方法论/途径

作者基于 PRISMA 2020 协议进行了系统综述，重点关注零售和营销领域发表的研究。这一过程产生了 48 篇精选论文，研究零售商在线评论系统的设计特征。

发现

作者确定了零售商可以在在线评论系统中控制的八个设计功能。之前的文献中已经对设计特征进行了独立研究，其中一些特征受到更多关注。大多数选定的研究重点关注设计特征、适应指标和评论演示，而其他特征通常被忽略（例如评级维度）。先前的文献认为，设计特征会影响消费者行为和零售商的绩效。然而，文献中仍然忽略了特征之间的相互作用，为未来的研究创造了相关空白。

原创性/价值

本文根据不同类型的零售商在线评论系统的实施方式来区分它们。作者总结了有关在线评论系统的设计特征及其对消费者和零售商相关结果变量的影响的最新相关文献。该系统文献综述区分了零售商控制的网站（内部系统）和第三方网站（外部系统）提供的在线评论。