지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
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.
목차
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참고문헌 (35)
참고문헌 신청
2008 annual and 4th quarter e-commerce and cyber shopping trend report / Statistics Korea
Aaker,D.A / 1991 / Managing brand equity: Capitalizing on the value of a brand name / The Free Press
Bickart, B / 2001 / Internet forums as influential sources of consumer information / Journal of Interactive Marketing 15(3):31~40
Chatterjee,P / 2001 / Online reviews: Do consumers use them / Advances in Consumer Research 28:129~133
Cheung, C. M. K / 2008 / The impact of electronic word-of-mouth / Internet Research 18(3):229~247
Aaker,D.A / 1991 / Managing brand equity: Capitalizing on the value of a brand name / The Free Press
Bickart, B / 2001 / Internet forums as influential sources of consumer information / Journal of Interactive Marketing 15(3):31~40
Chatterjee,P / 2001 / Online reviews: Do consumers use them / Advances in Consumer Research 28:129~133
Cheung, C. M. K / 2008 / The impact of electronic word-of-mouth / Internet Research 18(3):229~247
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