TY - JOUR ID - 64634 TI - The Perception of Usefulness: Iranian Customers’ Evaluation of Customer Reviews JO - Journal of Cyberspace Studies JA - JCSS LA - en SN - 2588-5499 AU - Shahghasemi, Ehsan AU - Hajijafari, Mojtaba AU - Shirzadifard, Maysam AU - Ahmadzadeh, Mostafa AD - Assistant Professor, Department of Communication, University of Tehran, Tehran, Iran AD - Senior Researcher, Center for Cyberpolicy Studies, University of Tehran, Tehran, Iran AD - PhD Candidate, Department of Educational Psychology, University of Tehran, Tehran, Iran AD - PhD, University of Tehran, Tehran, Iran Y1 - 2018 PY - 2018 VL - 2 IS - 1 SP - 89 EP - 102 KW - customer reviews KW - Digikala KW - Iran KW - perception of usefulness KW - Retail industry DO - 10.22059/jcss.2017.236381.1006 N2 - 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. UR - https://jcss.ut.ac.ir/article_64634.html L1 - https://jcss.ut.ac.ir/article_64634_4a48b32b5605e799f6f389f3500a29ec.pdf ER -