# Understanding of Customer Decision-Making Behaviors Depending on Online Reviews
## 5 Result
### Result of TASK2  
A total of 1800 selections (1800 selections = 72 participants \(\times\) 25 selections) were collected. Preference value refers to the percentage of how many thumbs-up buttons are pressed for that selection. Preference value for each cell is shown in Figure 5 (left). The darker the color of the cells in this heatmap, the higher the preference. For example, for the CS of 4 vs. SRR #2, the preference value is 69.4%. That means 69.4% of participants chose the 'thumbs-up' button and 30.6% of participants chose the 'thumbs-down' button.  
Preference values of 50% or higher were found for: SRRs of #1, #2, #3 with comments of 3 or higher and SRRs of #4 and #5 with CSs of 3 or higher. All cells with CSs of 4 and 5 showed a preference value of 50% or higher, regardless of the star rating. For SRRs of #4 or higher with CSs of 2 or lower, the preference value was lower than 50%. Comparing these findings, CSs seem to have more influence for this type of single product evaluation.  
Figure 4: Heatmap of Task1 (Choosing between two things); A darker color corresponds to a higher percentage (%); Type A: red, Type B: blue.  
Figure 5: Heatmap of Task2 (**left**); Comparison of Thumbs up growth rates by SRR interval of comment score and star rating range (**right**).  
Preference values increased more dramatically when the CS increased than when star rating increased. Figure 5 (right) shows how people's desire to get increased each time that the SRR or CS increased by one step. Preference value change was calculated by taking the difference between the averaged preference values for the designated range (#)1 to (#)2, etc. Each average preference score value was calculated by averaging each column (SRR) or row (CS), shown on the heatmap of Figure 5 (left). The preference score change when the SRR changed from #1 to #2 was 10.24%. The preference score change when CS changed from 1 to 2 was 9.76%. Except for this range, the CS change had a higher preference score change for all ranges. Thus, for evaluating a single product, participants were influenced more by comments than star ratings, contrary to the choice between two products. For the (#)3 to (#)4 score change, the preference change amount of SRR and CS showed their highest values, 21.92% and 37.18%, respectively. For the #2 to #3 change, the SRR had its lowest change of 0.86%. This result indicates that the participants barely changed their behavior, despite the star rating changing from #2 to #3 when they considered the selection on a single product.  
Comments had a greater effect than star rating for consumer preference in single product evaluation. Despite a high star rating, the movie was not 'liked' if the CS was low; despite a low star rating, if the CS was high, the movie had more chances to be 'liked.' Additionally, the preference increase due to the increase of CS was higher than the preference increase due to the increase of the star rating. As a result, the hypothesis proposed for a single selection (H2) has been supported, as the review data was found to have a greater impact on decision-making. It seems that preference (liking or disliking) of a single product is more influenced by subjective information in the form of comments, rather than star ratings.