Journal article | Zeitschriftenartikel
The Perception of Usefulness: Iranian Customers' Evaluation of Customer Reviews
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.
- ISSN
-
2538-6255
- Extent
-
Seite(n): 89-102
- Language
-
Englisch
- Notes
-
Status: Veröffentlichungsversion; begutachtet (peer reviewed)
- Bibliographic citation
-
Journal of Cyberspace Studies, 2(1)
- Subject
-
Wirtschaft
Publizistische Medien, Journalismus,Verlagswesen
Marketing
interaktive, elektronische Medien
Kaufverhalten
Produkt
Iran
Einzelhandel
Online-Dienst
interaktive Medien
Internet
Bewertung
Kunde
elektronische Medien
- Event
-
Geistige Schöpfung
- (who)
-
Shahghasemi, Ehsan
Hajijafari, Mojtaba
Shirzadifard, Maysam
Ahmadzadeh, Mostafa
- Event
-
Veröffentlichung
- (when)
-
2018
- DOI
- URN
-
urn:nbn:de:0168-ssoar-57747-1
- Rights
-
GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln
- Last update
-
21.06.2024, 4:27 PM CEST
Data provider
This object is provided by:
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GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln. If you have any questions about the object, please contact the data provider.
Object type
- Zeitschriftenartikel
Associated
- Shahghasemi, Ehsan
- Hajijafari, Mojtaba
- Shirzadifard, Maysam
- Ahmadzadeh, Mostafa
Time of origin
- 2018
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