온라인 마켓의 평점 제공을 위한 시각화 디자인 방식에 따른 소비자 의사결정 편향

Abstract

This study investigated the biases associated with commonly used bar or star designs for visualizing product or service reviews in online markets. Previous research has shown biases in decision-making when inferring average scores using bar graphs, but it remained unclear whether similar biases exist with star shapes or other visualization designs. Therefore, it is crucial to examine whether the methods of using bar, star, and violin plot designs for product reviews actually induce biases in people's judgment of scores. A total of 257 participants took part in the study, where they were presented with product rating designs created using bar, star, and violin plot methods and asked to make decisions. The results revealed biases in bar and star designs compared to violin plot. This suggests that biases may occur due to human perceptual characteristics even when providing simple average rating designs and indicates that violin plot methods, which provide information on both average and distribution simultaneously, may help reduce biases in specific decision-making tasks.