Publicação
The Impact of Online Reviews on Consumer Behavior in the Fashion Industry: The repeat buyer’s behavior
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Tam Chuem Vai, Carlos | |
| dc.contributor.author | Fernandes, Mafalda Lopes | |
| dc.date.accessioned | 2025-11-12T14:49:59Z | |
| dc.date.embargo | 2028-10-29 | |
| dc.date.issued | 2025-10-29 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 204070902 | |
| dc.identifier.uri | http://hdl.handle.net/10362/190596 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Online reviews | pt_PT |
| dc.subject | expectation confirmation model (ECM) | pt_PT |
| dc.subject | fashion industry | pt_PT |
| dc.subject | repeat purchase intention | pt_PT |
| dc.title | The Impact of Online Reviews on Consumer Behavior in the Fashion Industry: The repeat buyer’s behavior | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.embargofct | Solicito o embargo da minha tese pelo período máximo de 3 anos, uma vez que o trabalho desenvolvido tem potencial para ser convertido num artigo científico a submeter a uma revista académica. A publicação antecipada da tese em acesso aberto poderá comprometer esse processo, dado que muitas revistas utilizam ferramentas automáticas de deteção de similaridades e poderão rejeitar o artigo por sobreposição de conteúdo, independentemente da autoria. Assim, o embargo garante a proteção da originalidade do trabalho e maximiza as possibilidades de publicação científica. Caso o artigo seja aceite antes do fim do período de embargo, comprometo-me a solicitar a sua remoção imediata. | pt_PT |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Digital Marketing and Analytics | pt_PT |