Welcome to the InfoSci Platform
Reference Hub2
The Effects of Online Consumer Reviews on Fashion Clothing Purchase Intention: Peripheral Cues and the Moderating Role of Involvement

The Effects of Online Consumer Reviews on Fashion Clothing Purchase Intention: Peripheral Cues and the Moderating Role of Involvement

Julie A. Dennison, Matteo Montecchi
Copyright: © 2017 |Pages: 30
ISBN13: 9781522518655|ISBN10: 1522518657|EISBN13: 9781522518662
DOI: 10.4018/978-1-5225-1865-5.ch014
Cite Chapter Cite Chapter

MLA

Dennison, Julie A., and Matteo Montecchi. "The Effects of Online Consumer Reviews on Fashion Clothing Purchase Intention: Peripheral Cues and the Moderating Role of Involvement." Advanced Fashion Technology and Operations Management, edited by Alessandra Vecchi, IGI Global, 2017, pp. 318-347. https://doi.org/10.4018/978-1-5225-1865-5.ch014

APA

Dennison, J. A. & Montecchi, M. (2017). The Effects of Online Consumer Reviews on Fashion Clothing Purchase Intention: Peripheral Cues and the Moderating Role of Involvement. In A. Vecchi (Ed.), Advanced Fashion Technology and Operations Management (pp. 318-347). IGI Global. https://doi.org/10.4018/978-1-5225-1865-5.ch014

Chicago

Dennison, Julie A., and Matteo Montecchi. "The Effects of Online Consumer Reviews on Fashion Clothing Purchase Intention: Peripheral Cues and the Moderating Role of Involvement." In Advanced Fashion Technology and Operations Management, edited by Alessandra Vecchi, 318-347. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1865-5.ch014

Export Reference

Mendeley
Favorite

Abstract

This chapter examines a particular type of electronic word-of mouth; that of online consumer reviews featured on fashion retailer websites, and studies the effects they have on female fashion consumers in terms of subsequent purchase intention decisions. Using the Elaboration Likelihood Model as the theoretical framework, this study has focused on examining the effects of three peripheral cues; source credibility, review volume and valance on purchase intention, and also investigated how fashion clothing involvement moderates these relationships. The results suggest that reviews that are perceived to be credible, featured in high numbers and predominantly positive all had a significant effect in increasing the purchase intention of female fashion consumers. The level of fashion clothing involvement did not appear to be a significant moderator of cue effects with the notable exception of negative reviews, which were more likely to deter purchase intention from low involvement consumers compared to high involvement consumers.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.