Open AccessDeterminants of online clothing review helpfulness: the roles of review concreteness, variance and valence
Author(s) -
Yang Shao,
Xiaofen Ji,
LILIN CAI,
Sonia Akter
Publication year - 2021
Publication title -
industria textilă
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.281
H-Index - 14
ISSN - 1222-5347
DOI - 10.35530/it.072.06.1781
Subject(s) - helpfulness , concreteness , clothing , purchasing , valence (chemistry) , context (archaeology) , psychology , product (mathematics) , marketing , affordance , variance (accounting) , advertising , business , social psychology , cognitive psychology , political science , paleontology , physics , geometry , mathematics , quantum mechanics , law , biology , accounting
Online reviews have emerged as an essential information source for online clothing purchasing behaviour. It is thusparamount for marketers to understand what makes online clothing review helpful to consumers. This research primarilyaims to examine the relationship between review textual content factors and review helpfulness in the context of onlineclothing purchasing. Experiments on review concreteness (concrete or abstract), review variance (consistent orinconsistent) and review valence (positive or negative), between participants were conducted to explore the interactioneffect. The findings suggest that online clothing review concreteness, variance and valence are significant factorsaffecting review helpfulness. Additionally, this study’s findings show that abstract review, negatively review andinconsistent review has a stronger effect on online clothing review helpfulness than concrete review, positively reviewand consistent review. The findings will help customers to write better clothing reviews, help retailers to manage theirwebsites intelligently and aid customers in their product purchasing decisions.