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Publicação
The influence of online reviews on the purchase decisions of customers in luxury fashion
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| 1.59 MB | Adobe PDF |
Autores
Resumo(s)
The accelerated evolution of digital technologies has significantly impacted consumer
behavior, particularly within the luxury fashion sector. This research investigates how online
reviews impact high-end fashion consumer purchases, focusing on review quality, quantity,
and ratings. A survey and structural equation model assessed how reviews affect Portuguese
consumers' attitudes, product involvement, and purchase intentions of luxury products. The
findings indicate that high-quality online reviews significantly enhance product category
involvement and positively influence purchase intentions and consumer attitudes toward
products. The findings indicate that the quantity of information and customer ratings
significantly enhance the quality of online reviews. Additionally, attitudes toward products
directly improve purchase intentions and affect product category involvement. The
involvement with the product also affects the intention to buy. This research contributes to
understanding digital consumer behavior in the luxury fashion market, providing actionable
insights for luxury brands to optimize their online presence and customer engagement
strategies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Luxury Fashion Apparel Online Reviews Purchase Intention Consumer Decision-Making SDG 4 - Quality education