Tam Chuem Vai, CarlosFernandes, Mafalda Lopes2025-11-122025-10-29http://hdl.handle.net/10362/190596Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe 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.engOnline reviewsexpectation confirmation model (ECM)fashion industryrepeat purchase intentionmaster thesis204070902