چكيده به لاتين
Electronic word of mouth is an emerging field in which consumers share their experiences and evaluations of brands and products through online communication channels. Online reviews created on e-commerce websites play an important role in helping customers make purchasing decisions as an important form of e-commerce promotion. The purpose of this study is to investigate the factors affecting the perceived helpfullness of online customer reviews in electronic retailers and prioritizing them. This research is a descriptive applied research. The data gathering tool was a questionnaire. 399 questionnaires were completed and returned by students of Iran University of Science and Technology. The collected data were analyzed via SPSS using binomial analysis to test the hypotheses and Friedman test to prioritize factors in order of importance. The results of the research show that the number of reviews provided, the meaningful rating of the goods, the comprehensiveness of the reviews, the buying experience of the viewer, reviewer’s real name exposure, the reviewer’s rate from the users of the video message in the reviews, not using offensive phrases and words in the reviews, non-degradation of other brands and reviews in the companies, timeliness of reviews, less contribution of negative words used in the opinions, and rational reasoning based on the facts rather than subjective and emotional feedback, have a positive effect on the perceived helpfullness of the reviews. Also, the results of the research showed that the length of the message in the reviews and the use of voice messages in reviews has no positive effect on the perceived benefits of the reviews. It was also found that providing logical reasoning based on facts in relation to the product has highest importance and the destruction of other brands and companies in the reviews has least importance.
Keywords: e – commerce, e-word of mouth, Perceived helpfulness, consumers reviews,
e-retailing , online buyers
