Russia: factors affecting credibility of product review 2020| ��ƽ��

Factors affecting on a credibility of product reviews in Moscow and Saint Petersburg in 2020

Characteristic	Moscow	Saint Petersburg	Country average
Completness of information and number of review	63%	48%	64%
Product picture in the review	34%	40%	40%
The number of identical reviews on the product	36%	35%	35%
Presence of negative reviews	35%	46%	35%
Date of the review (need fresh)	26%	33%	27%
Photos of the author of the review	17%	16%	22%
Author of the review with profile or with rating	17%	21%	20%
The quantity of reviews on the product	17%	18%	19%
None of the above	4%	6%	3%
Difficult to answer	3%	0%	2%
Others	2%	3%	1%

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Release date

September 2020

More information

Region

Russia

Survey time period

July 2020

Number of respondents

3,000*

Age group

18 years and older

Special properties

Online shoppers who made at least one online purchase in the past 30 days

Method of interview

Online survey

Supplementary notes

* Survey sample in Moscow: 446 respondents.
Survey sample in St. Petersburg160 respondents.

Citation formats

The survey results showed that over 60 percent for the Moscow e-shoppers and 48 percent of e-buyers from Saint Petersburg cared for the number of available reviews for the product of interest. Product picture was essential only for 34 percent of the E-shoppers from the Russian capital, while country's average measured at 40 percent. Moreover, availability of negative reviews has a great influence on 46 percent of Saint Petersburg's e-buyers.