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Publicação
The Impact of Online Reviews on Consumer Behavior in the Fashion Industry: The repeat buyer’s behavior
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| 1.35 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The fashion industry has witnessed a substantial transformation with the increase of ecommerce, whereby online reviews have become a crucial part of purchase decisions. This
study draws on the Expectation-Confirmation Model, to verify how online reviews influence
consumers’ expectation confirmation and their repurchase actions in the fashion sector.
Through an online survey, data were collected from a total of 225 responses, and were
analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings
demonstrate a positive influence from engagement and consumer attitude to perceived
usefulness, similar to confirmation, which impacts perceived usefulness and satisfaction.
Perceived usefulness and satisfaction increased repurchase intention, and online consumer
review credibility positively moderated perceived usefulness and continuance intention. The
results extend the ECM literature, particularly in the fashion context, and provide insights to
brands to understand how the consumer behaves.
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
Online reviews expectation confirmation model (ECM) fashion industry repeat purchase intention