The Perception of Usefulness: Iranian Customers’ Evaluation of Customer Reviews
Publish place: Journal of Cyberspace Studies، Vol: 2، Issue: 1
Publish Year: 1396
نوع سند: مقاله ژورنالی
زبان: English
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تاریخ نمایه سازی: 20 آبان 1397
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 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
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Authors
Ehsan Shahghasemi
Assistant Professor, Department of Communication, University of Tehran, Tehran, Iran
Mojtaba Hajijafari
Senior Researcher, Center for Cyberpolicy Studies, University of Tehran, Tehran, Iran-
Maysam Shirzadifard
PhD Candidate, Department of Educational Psychology, University of Tehran, Tehran, Iran
Mostafa Ahmadzadeh
PhD, University of Tehran, Tehran, Iran