Discovering Users' Perceptions on Rating Visualizations
Warih Maharani, Dwi Hendratmo Widyantoro, Masayu Leylia Khodra · 2016
Nowadays, the majority of commercial website reviews present customers' ratings visually including thumbs up/down, unary rating, 5-star rating, a 10-point system and a 100-point system. Among these visuals, the 5-star is the most popular rating system. The various visualizations for rating along with "rating bias", can lead to differences in user's perception. This paper examined users' perceptions on rating visualizations based on simplicity, readability, interpretability, and informativeness. Moreover, this study proposed the binary 5-star as the new rating visualization that adopts the 5-star rating. The proposed rating system clearly separates the positive and negative ratings to ease users to understand the rating scores. Overall, the survey showed that the 5-star is still the most preferred and popular rating system for online ratings and reviews. Whereas, the binary 5-star rating is quite acceptable as the new way for rating visualization.