The Perception of Usefulness: Iranian Customers’ Evaluation of Customer Reviews
作者: Ehsan ShahghasemiMojtaba HajijafariMaysam ShirzadifardMostafa Ahmadzadeh
作者单位: 1Assistant Professor, Department of Communication, University of Tehran, Tehran, Iran
2Senior Researcher, Center for Cyberpolicy Studies, University of Tehran, Tehran, Iran
3PhD Candidate, Department of Educational Psychology, University of Tehran, Tehran, Iran
4PhD, University of Tehran, Tehran, Iran
刊名: Journal of Cyberspace Studies, 2018, Vol.2 (1), pp.89-102
来源数据库: "Cyberspace Policy Research Center" and "UNESCO Chair on Cyberspace and Culture",Faculty of World Studies, University of Tehran
DOI: 10.22059/jcss.2017.236381.1006
关键词: Customer reviewsDigikalaIranPerception of usefulnessRetail Industry
原始语种摘要: 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,...
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  • retail 零售
  • buying 收买
  • customer 用户
  • usefulness 有效
  • decision 决定
  • making 制定
  • product 产物
  • industry 工业
  • success 成功
  • review 复审