Çevrimiçi Yorumdan Algılanan Fayda: Ürün Kullanım Süresinin ve Yorumun İnandırıcılığının Rolü

Abstract

Consumers are increasingly suspicious of the accuracy and objectivity of online reviews of products and services. Therefore, to make the consumers to believe in the online reviews and to perceive online reviews useful, firms suggest their consumers provide clues while writing online reviews. One of these clues, stating the presence of product usage period in online reviews, is addressed in the current research. Thus, the effect of stating the product usage period on the perceived usefulness of online reviews; how this effect differs for positive and negative ones, and the mediating role of the review credibility in this relationship were examined. For this purpose, the online review was manipulated with three pre-studies; afterwards, a between-subjects factorial experimental design model was developed with four different scenarios. As a result of the analysis, it was observed that stating the product usage period in online review significantly increases the perceived usefulness. Stating the product usage period in negative online reviews is less effective on the perceived usefulness of online reviews than in positive online reviews. In addition, the presence of product usage period in online review affects perceived usefulness by affecting the credibility of online review.