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http://dx.doi.org/10.7741/fie.2017.15.2.001

Exploration of Fit Reviews and its Impact on Ratings of Rental Dresses  

Shin, Eonyou (Dept. of Apparel, Housing, and Resource Management, Virginia Tech)
McKinney, Ellen (Dept. of Apparel, Events, and Hospitality Management, Iowa State University)
Publication Information
Fashion, Industry and Education / v.15, no.2, 2017 , pp. 1-10 More about this Journal
Abstract
The purposes of this study were to explore (1) how fit reviews differ among height groups and (2) how overall numerical ratings differ depending on height groups and ifferent types of fit reviews. Content analysis was used to analyze systematically sampled online consumer reviews (OCRs) of formalwear dresses rented online. In part 1, 201 OCRs were analyzed to develop the coding scheme, which included three aspects of fit (physical, aesthetic, and functional), valence (negative, neutral, positive), and overall numerical rating. In part 2, 600 OCRs were coded and statistically analyzed. Differences in frequency were not found among height groups for any types of mentions (negative, neutral, and positive) in terms of the three aspects of fit in the OCRs. Differences in overall mean ratings were not found among height groups. Interestingly, valence of each aspect of fit reviews affected mean numeric ratings. This study is new in examining relationships among textual information (i.e., fit reviews), numerical information (i.e., numerical rating), and reviewer's characteristic (i.e., height). The results of this study offered practical implications for etailers and marketers that they should pay attention to the three aspects of fit reviews and monitor garments with negative fit evaluations for lower ratings. They may attempt to increase ratings by providing customers recommendations to get a better fit.
Keywords
fit reviews; overall ratings; consumer online reviews; online rental dresses; content analysis;
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