Browse > Article
http://dx.doi.org/10.5850/JKSCT.2011.35.7.761

An Exploratory Study of Important Information on Consumer Reviews in Internet Shopping  

Hong, Hee-Sook (Dept. of Clothing & Textiles, Jeju National University)
Jin, In-Kyung (Dept. of Clothing & Textiles, Jeju National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.35, no.7, 2011 , pp. 761-774 More about this Journal
Abstract
This study investigated the consumer review information considered important by consumers when making a purchase decision to buy apparel products online. Data were collected through focus group interviews. Eleven females in their 20s and 30s, who have extensive experience in reading consumer reviews posted on online apparel stores, participated in the study. The consumer review information considered important by participants is the information related to seven product attributes (size, fabric, design, color, sewing, price, and country of origin), seven benefits (functional, financial, esthetic, emotional, social, utilitarian benefits, and product value compared to price) of the apparel product and four store attributes (return/refund, delivery, reputation/credibility, and customer service). The findings from the study can serve as an important tool in developing survey questions in order to evaluate the quality of consumer review information and help online retailers plan methods to improve the quality of reviews.
Keywords
Reviews; Information; Online; Shopping;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Schindler, R. M., & Bickart, B. (2005). Published word of mouth: Referable, consumer-generated information on the Internet. In C. P. Haugtredf, K. A. Machleit, & R. F. Yalch (Eds.), Online consumer psychology: Understanding and influencing consumer behavior in the virtual world (pp. 35−61). Hillsadale, NJ: Lawrence Erlbaum Associates.
2 Son, J. A., & Rhee, E. (2007). The effects of information characteristics (direction, consensus) on word-of-mouth performance in online apparel shopping. Journal of the Korean Society of Clothing and Textiles, 31(8), 1157−1167.   과학기술학회마을   DOI   ScienceOn
3 Strauss, A. L., & Corbin, J. M. (2008). Basics of qualitative research: techniques and procedures for developing ground theory (S. J. Kim, Trans.). Seoul: Hanwool. (Original work published 1998)
4 Westbrook, R. A. (1987). Product/consumption-based affective responses and post purchase process. Journal of Marketing Research, 24(3), 258−270.   DOI   ScienceOn
5 Wilde, S. J., Kelly, S. J., & Scott, D. (2004). An exploratory investigation into e-tail image attributes important to repeat, internet savvy customers. Journal of Retailing and Consumer Services, 11(3), 131−139.   DOI   ScienceOn
6 Lee, E. Y., & Lee, T. M. (2005). The effects of information characteristics on word of mouth performance in online environment: Focused on the moderating effect of consumer knowledge. Journal of Advertising, 16(2), 145−171.
7 Lee, S. A., & Chung, S. J. (2000). A study on consumers' risk recognition regarding purchase of apparel goods through Internet. Journal of Fashion Business, 4(4), 97−106.
8 Lee, J., Park, D., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341−352.   DOI   ScienceOn
9 Lee, T., & Park, C. (2006). Effects of direction and type of electronic word of mouth information on purchase decision: Cross-cultural comparison between Korea and U. S.. Korea Marketing Review, 21(1), 29−56.
10 Park, C., & Yoo, C. (2006). Study on the effects of consumers' word of mouth about brand experiences and responses on brand evaluations at online context. Journal of Consumer Studies, 17(1), 73−93.
11 Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399−410.   DOI   ScienceOn
12 Park, D. H., & Lee, J. (2008). EWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386−398.   DOI   ScienceOn
13 Reynolds, T. J., & Olson, J. C. (2001). The means-end approach to understanding consumer decision making. In Lawrence Erlbaum Associates (Ed.), Understanding consumer decision making (pp. 3−20). NJ: Mahwah.
14 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word of mouth via consumer-opinion platforms: What motives consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38−52.   DOI   ScienceOn
15 Hong, B., Lee, E., & Cho, M. (2009). The effect of shopping values, purchase satisfaction, and repurchase intention of female consumers. Journal of the Korean Society of Clothing and Textiles, 33(11), 1817−1827.   과학기술학회마을   DOI   ScienceOn
16 Hong, H., & Koh, A. (2009). The effects of benefits pursued to clothing on the purchase intention of apparel for consumer's well-being-Eco-friendly and health-functional apparels-. Journal of the Korean Society of Clothing and Textiles, 33(11), 1839−1852.   DOI   ScienceOn
17 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1−22.   DOI   ScienceOn
18 Kim, Y. C., & Chung, H. M. (2007). The relationship analysis among influential factors to the effectiveness of on-line WOM at service industry. Journal of Advertising, 18(4), 167−183.
19 Kim, J. Y., Suh, E. K., & Suh, K. S. (2008). Effects of perceived similarity between consumers and product reviewers on consumer behaviors. Asia Pacific Journal of Information Systems, 18(3), 67−90.
20 Kim, M., & Lennon, S. J. (2000). Television shopping for apparel in the united states: Effects of perceived amount of information on perceived risks and purchase intentions. Family and Consumer Science Research Journal, 28(3), 301−33.   DOI
21 Lee, E., & Shim, W. (2007). A study on the behavior characteristics of point of purchase, postpurchase and trust evaluation of internet shopping afternotes. The e-business studies, 8(3), 155−170.
22 Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth. Internet Research, 18(3), 229−247.   DOI   ScienceOn
23 Cheung, C. M. K., & Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis. Proceedings of 23rd Bled e-Conference, Slovenia, 329−345.
24 Chevalier, J. A., & Mayzlin, D. (2003). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 346−354.
25 Cho, Y., Kim, S., & Lee, S. (2001). Apparel purchase behavior among internet shoppers-Focusing on perceived risks-. Journal of the Korean Society of Clothing and Textiles, 25(7), 1247−1257.   과학기술학회마을
26 Chun, W. Y., & Jung, H. J. (2006). Effects of online reviews on evaluation and purchase intention of a product in internet shopping: The role of gender differences. The Korean Journal of Consumer and Advertising Psychology, 7(1), 113−129.
27 Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55−75.   DOI   ScienceOn
28 Corbit, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203−215.   DOI   ScienceOn
29 Delone, W., & McLean, E. (2003). The Delone and McLean model of information system success: A ten-year update. Journal of Management Information System, 19(4), 9−30.
30 Forsythe, S., & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56(11), 867-875   DOI   ScienceOn
31 Gauri, D. K., Bhatnagar, A., & Rao, R. (2008). Role of word of mouth in online store loyalty. Communications of the ACM, 51(3), 89−91.   DOI   ScienceOn
32 Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28, 129−133.
33 2008 annual and 4th quarter e-commerce and cyber shopping trend report. (2009, February 25). Statistics Korea. Retrieved April 28, 2009, from http://kosis.kr/metadata/
34 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. NY: The Free Press.
35 Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31−40.   DOI   ScienceOn