Abstract
The purpose of this study was to examine the effect of perceived review usefulness of online customer reviews (OCR) on purchase intention based on more segmented generation Z and Hansik delivery. To achieve the purpose of this study, a total of 317 copies were used for empirical analysis through Google Survey as an online survey targeting Generation Z in Busan who had recent experience of using delivery apps. As a result of the analysis, first, in the relationship between customer review characteristics and perceived usefulness of Hansik delivered to Generation Z, empathy was the highest in online customer review information characteristics, and recency was the lowest. Second, in the relationship between perceived usefulness and purchase intention, it was found that perceived usefulness affects purchase intention. As for the practical implications, first, online customer reviews should convey emotional meaning about two-way communication with customers. Second, in order to increase purchase intention, it is considered necessary to provide benefits for creating a culture for sharing information on user reviews. Third, it is considered necessary to introduce a system that can remove outliers that are significantly different from other subjects by systematically deviating from the average for malicious reviews.
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