Download full text
(399.8Kb)
Citation Suggestion
Please use the following Persistent Identifier (PID) to cite this document:
https://nbn-resolving.org/urn:nbn:de:0168-ssoar-57747-1
Exports for your reference manager
The Perception of Usefulness: Iranian Customers' Evaluation of Customer Reviews
[journal article]
Abstract Over the last decade, the retail industry has had a phenomenal growth. All figures show their success and efficiency and many studies have shown the role of customer reviews in encouraging ambivalent purchasers to buy items online. There have been numerous studies on why people read and trust these ... view more
Over the last decade, the retail industry has had a phenomenal growth. All figures show their success and efficiency and many studies have shown the role of customer reviews in encouraging ambivalent purchasers to buy items online. There have been numerous studies on why people read and trust these comments and taking for granted the important role of customer reviews in determining buying decision, this study endeavors to identify and explain the different factors involved in making a comment "useful". We took an Iranian retail website and collected comments on perceived "usefulness" of each review. Our results showed that perceived level of usefulness was related to the word count of the comments, personal experience of the writer with the product, emotional description of the product, and mentioning the strength/weakness points of the product.... view less
Keywords
Iran; interactive media; buying behavior; online service; evaluation; Internet; product; customer; electronic media; retail trade
Classification
Marketing
Interactive, electronic Media
Free Keywords
customer reviews; Digikala; perception of usefulness
Document language
English
Publication Year
2018
Page/Pages
p. 89-102
Journal
Journal of Cyberspace Studies, 2 (2018) 1
DOI
https://doi.org/10.22059/jcss.2017.236381.1006
ISSN
2538-6255
Status
Published Version; peer reviewed