복식문화연구 (The Research Journal of the Costume Culture)

  • 제21권3호
  • /
  • Pages.440-451
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  • 2013
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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온라인 구매후기의 방향성과 평가내용이 패션상품에 대한 소비자 태도에 미치는 영향

Effects of direction and evaluative contents of online reviews on consumer attitudes toward clothing products

  • Seo, Hyun-Jin (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 투고 : 2013.06.10
  • 심사 : 2013.06.21
  • 발행 : 2013.06.30
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초록

Because of the e-shopping market consumers now have diverse options to choose when placing their orders, and find it easy to obtain the required information through the Internet. Especially, for consumers, product reviews posted on an e-tailer's website have become more important criteria than such information available elsewhere. Hence, this study investigated the influence of the direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Four types of online reviews based on direction (positive/negative) and evaluative content in review information (objective/subjective) were used in the experimental design. Further, stimulus reviews were developed. Credibility, usefulness of reviews, product preference, and purchase intention were the measured dependent variables in each of the four situations of online review presentations. The results indicated that, overall, positive and objective online reviews resulted in a higher level of consumer attitude. The content in these reviews had a relatively stronger influence than the direction on attitudes toward online reviews. Overall, objective reviews generated a higher level of credibility and usefulness of information than subjective reviews. Regarding subjective reviews, negative information was more related to credibility, whereas positive information was more related to usefulness. Further, positive information had a higher influence than negative information on consumer attitudes.

키워드

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피인용 문헌

  1. Impact of Negative Review Type, Brand Reputation, and Opportunity Scarcity Perception on Preferences of Fashion Products in Social Commerce vol.20, pp.4, 2016, https://doi.org/10.12940/jfb.2016.20.4.207
  2. Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior vol.24, pp.5, 2016, https://doi.org/10.7741/rjcc.2016.24.5.600