Perceived Usefulness Factors of Online Reviews: A Study of Amazon.com

In the fast-evolving digital era, consumers increasingly rely on others’ opinions about a product or service rather than corporations’ promotional material. This study analyzed online reviews on Amazon.com to identify review types and key drivers of perceived usefulness of reviews to potential customers for search and experience goods. The study found: (1) reviewers tend to give higher star ratings for a product when they provide positive...