Author(s): Tha'er Majali, Qais Hammouri, Dmaithan Almajali, Ahmad Hanandeh, Malek Alsoud
Online consumer reviews offer a unique and abundant amount of information for consumers to assess the process and services previously. This study aimed to investigate the factors that affect online review usefulness and their impact on consumer purchases. Utilizing the structural equation modelling approach with smartpls software to investigate consumer's perception toward review usefulness and purchase decisions. Findings indicate that the product information and price perceptions have a positive impact and are substantially associated with online review usefulness, which impacts their purchasing decisions. The study concludes that the richness of information and ability to evaluate goods is the key characteristic of online review usefulness in consumers' perceptions.