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The Impact of Online Customer Reviews on Apparel Purchase Intention: The Mediating Role of Review Helpfulness.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Online Customer Reviews on Apparel Purchase Intention: The Mediating Role of Review Helpfulness./
作者:	Santos, Marilia Marques Sousa.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	68 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-12, Section: A.
Contained By:	Dissertations Abstracts International83-12A.
標題:	Clothing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29083867
ISBN:	9798819333747

The Impact of Online Customer Reviews on Apparel Purchase Intention: The Mediating Role of Review Helpfulness.
Santos, Marilia Marques Sousa.

The Impact of Online Customer Reviews on Apparel Purchase Intention: The Mediating Role of Review Helpfulness. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 68 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: A.

Thesis (M.Sc.)--Universidade Catolica Portugesa (Portugal), 2021.

This item must not be sold to any third party vendors.

Internet is commonly used in the pre-purchase phase and one of the things that influence consumers´ decision making process are OCRs. Past studies show the importance for companies to manage this aspect, since it can influence purchase intention and price sensitivity, among others. The research objective of this dissertation consists of detecting potential differences in apparel´ purchase intention, depending on the characteristics of the OCRs and on the perceived OCRs´ helpfulness. In order to address the Research Questions, an experimental design was implemented, where participants were exposed to one of the four scenarios, where they could see an OCR with hedonic or utilitarian cues and with a moderate or a long text. The data was analyzed for the effects on perceived review helpfulness and consumers´ purchase intention (PI). In total, 305 answers were analyzed. It was concluded that the type of information present in the OCR has an impact on both perceived review helpfulness and purchase intention, being OCRs with utilitarian cues perceived as more helpful and the ones who lead to a higher purchase intention. In addition to this, it was found that the perceived OCR helpfulness act as a mediator in the relationship between the type of information and the PI. No differences were found between a moderate and a long OCR, in what regards perceived review helpfulness and PI. Limitations and implications are explained and suggestions for future research are indicated.

ISBN: 9798819333747Subjects--Topical Terms:

3682213
Clothing.

The Impact of Online Customer Reviews on Apparel Purchase Intention: The Mediating Role of Review Helpfulness.
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500 $a Advisor: Langaro, Daniela.
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520 $a Internet is commonly used in the pre-purchase phase and one of the things that influence consumers´ decision making process are OCRs. Past studies show the importance for companies to manage this aspect, since it can influence purchase intention and price sensitivity, among others. The research objective of this dissertation consists of detecting potential differences in apparel´ purchase intention, depending on the characteristics of the OCRs and on the perceived OCRs´ helpfulness. In order to address the Research Questions, an experimental design was implemented, where participants were exposed to one of the four scenarios, where they could see an OCR with hedonic or utilitarian cues and with a moderate or a long text. The data was analyzed for the effects on perceived review helpfulness and consumers´ purchase intention (PI). In total, 305 answers were analyzed. It was concluded that the type of information present in the OCR has an impact on both perceived review helpfulness and purchase intention, being OCRs with utilitarian cues perceived as more helpful and the ones who lead to a higher purchase intention. In addition to this, it was found that the perceived OCR helpfulness act as a mediator in the relationship between the type of information and the PI. No differences were found between a moderate and a long OCR, in what regards perceived review helpfulness and PI. Limitations and implications are explained and suggestions for future research are indicated.
520 $a A Internet e normalmente utilizada na fase pre-compra e uma das coisas que influencia o processo de tomada de decisao dos consumidores sao as avaliacoes feitas online. Estudos anteriores mostram a importancia para as empresas de gerir este aspeto, uma vez que pode influenciar a intencao de compra e a sensibilidade ao preco, entre outros. O objetivo de investigacao desta dissertacao consiste em detetar potenciais diferencas na intencao de compra de vestuario, dependendo das caracteristicas das avaliacoes e da utilidade percecionada da avaliacao. De forma a responder as Questoes de Investigacao, foi implementado um design experimental, onde os participantes foram expostos a um dos quatro cenarios, onde podiam ver uma avaliacao com indicacoes hedonicas ou utilitarias e com um texto moderado ou longo. Os dados foram analisados quanto aos efeitos na utilidade da avaliacao e na intencao de compra dos consumidores. No total, foram analisadas 305 respostas. Concluiu-se que o tipo de informacao presente na avaliacao tem um impacto tanto na utilidade da avaliacao como na intencao de compra, sendo as avaliacoes com indicacoes utilitarias percecionadas como mais uteis e as que originam uma maior intencao de compra. Verificou-se tambem que a utilidade percecionada na avaliacao atua como mediador na relacao entre o tipo de informacao e a intencao de compra. Nao foram encontradas diferencas entre uma avaliacao moderada e uma avaliacao longa, relativamente a utilidade percecionada da avaliacao e a intencao de compra. As limitacoes e implicacoes sao explicadas e sao indicadas sugestoes para investigacao futura.
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