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Factors influencing source credibility of consumer reviews : apparel online shopping

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dc.contributor.advisor Burns, Leslie D.
dc.creator Shin, KoEun
dc.date.accessioned 2007-04-04T17:37:23Z
dc.date.available 2007-04-04T17:37:23Z
dc.date.copyright 2007-03-22
dc.date.issued 2007-04-04T17:37:23Z
dc.identifier.uri http://hdl.handle.net/1957/4370
dc.description Graduation date: 2007
dc.description.abstract The EBM model of consumer decision making was used to guide the present study. According to this model when consumers make purchase decisions, they search for information from either internal and/or external sources. When consumers do not have enough information from internal sources, such as knowledge and experiences, they search information from external sources, including market-dominated, consumer-dominated, and neutral sources. As the population of Internet users grows, consumer-dominated communication on the Web, also called Internet WOM, is also increasing. Consumer reviews, one of the ways consumers exchange opinions and experiences on products and services on the Web, have been successfully practiced. Nonetheless, research on the effectiveness of consumer reviews has not yet been done. Thus, this study aimed to investigate the effectiveness of consumer reviews, specifically the source credibility of consumer reviews according to different types of review features, such as content of reviews, presence of a reviewer’s photo, and type of a reviewer’s name. In addition, the relationship between the perceived credibility of a reviewer and the perceived risk associated with online purchase was also examined. Using an online survey method, two hundred and ninety-two female students voluntarily participated in this study and received extra credit points for their participation. A 2×2×3 complete factorial experiment was used to examine source credibility— attractiveness, expertise, and trustworthiness—of consumer reviews of apparel. The three independent variables were the content of reviews with two treatments (a general review and a specific review), the presence of photo with two treatments (absence of a reviewer’s photo and presence of a reviewer’s photo), and the type of a reviewer’s name with three treatments (anonymous, an identifiable with an ID, and an identifiable with a real name reviewer). The results revealed that 1) specific reviews increased source attractiveness, expertise, and trustworthiness, 2) a review without a photo of a reviewer increased source attractiveness and had no effect on the others, and 3) type of a reviewer’s name had no effects on source attractiveness, expertise and trustworthiness. An additional finding was that the higher the perceived source credibility the greater the reduction in the perceived risk associated with online shopping. The results of this study have implications for consumer researchers to further investigate the effectiveness of consumer reviews. Additionally, the findings can inform apparel e-retailers in determining whether to include consumer reviews as a feature and, if so, what criteria to include for consumer reviews. en
dc.format.extent 3560436 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US en
dc.subject Internet word-of-mouth en
dc.subject consumer reviews en
dc.subject source credibility en
dc.subject.lcsh Consumer behavior en
dc.subject.lcsh Word-of-mouth advertising en
dc.subject.lcsh Consumers -- Decision making en
dc.subject.lcsh Teleshopping -- Decision making en
dc.subject.lcsh Fashion merchandising en
dc.title Factors influencing source credibility of consumer reviews : apparel online shopping en
dc.type Thesis en
dc.degree.name Master of Science (M.S.) in Design and Human Environment en
dc.degree.level Master's en
dc.degree.discipline Health and Human Sciences en
dc.degree.grantor Oregon State University en
dc.contributor.committeemember Koenig, Hal
dc.contributor.committeemember Kim, Minjeong
dc.contributor.committeemember van der Mars, Hans

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