Louw, Claudette2025-02-202024Louw, Claudette. (2024). To investigate the role of the 3R’s (review, rating and recommendation systems) in shaping overall online customer experience [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.https://hdl.handle.net/10539/43928https://hdl.handle.net/10539/43928A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024This study aimed to explore the role of review, rating, and recommendation systems (3Rs) in shaping the overall online customer shopping experience within the South African Business-to-Consumer (B2C) online shopping landscape. The theoretical framework of the study was based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework and the Valence Framework, grounded in the context of the dynamic and evolving nature of e- commerce. The study aimed to understand the multifaceted dimensions of online customer experience, including social presence, habit formation, and performance expectancy. Data collection involved using a quantitative research method to survey individuals who considered themselves to regularly use online shopping channels in South Africa. An online questionnaire was distributed using a convenience sampling approach, which resulted in a sample size of 268 online shoppers. The key findings of the study indicated that review, rating, and recommendation systems do play a pivotal role in enhancing the online customer shopping experience. Specifically, these systems were identified as contributing factors in cultivating social presence, molding habit formation, and positively impacting performance expectancy. Holistically, these systems either as independent or combined capabilities, influence the online shopping experience of customers. This study highlighted that review, rating, and recommendation systems present opportunities for businesses to strategically enhance the online customer shopping experience. Businesses that concede to the influence of user- generated content on social presence, habit formation, and performance expectancy, can customize their strategies to meet the evolving expectations of online shoppers. The findings presented in the study could enable businesses, researchers, and policymakers to navigate the complexities of e-commerce and iii social commerce, ultimately enhancing the overall online customer shopping experienceen© 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Online shoppingOnline reviewssOnline product ratingOnline product recommendationUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg