Research On The Effect Of Online Reviews On The Purchase Intention Of Female Clothing Consumers

The emergence and rapid development of the Internet makes online shopping an important way of shopping because of its convenience,interactivity and selectivity.At the same time,the online shopping environment increases the purchasing risk of consumers because of its virtuality to a certain extent and the hysteresis of receiving goods.In order to reduce this risk,consumers will make more reference to online reviews when buying products,especially when buying women’s clothes,female consumers are more likely to be affected by online reviews.This thesis adopts the empirical research method,taking women’s clothing as the research object.Quality,quantity,additional reviews,and pictures/video reviews were chosen as independent variables,with perceived usefulness as intermediary variables.Based on previous research results and living conditions,possible hypotheses were proposed and questionnaire survey was conducted.SPSS27.0,a statistical software,was employed to analyze and process the data,thereby verifying the hypotheses and forming conclusions.This thesis’ s findings are that the quality of online reviews,the amount of reviews,additional reviews,and pictures/video reviews all have a considerable impact on customers’ purchase intentions;additionally,the quality of online reviews,the amount of reviews,extra reviews,and pictures/video reviews all have a considerable positive effect on perceived usefulness.Perceived usefulness plays a complete mediating role in the impact of online review quality on consumers’ purchase intention,and perceived usefulness plays a partial mediating role in the impact of online review quantity,additional reviews,and picture and video reviews on consumers’ purchase intention.In view of this,based on the research conclusions and combined with the successful online review marketing experience of Tao brand Inman women’s wear,this thesis puts forward the following suggestions on how to improve the purchase intention of women’s wear consumers: this thesis argues that online clothing retailers should attach importance to the word-of-mouth marketing value of online reviews,take various measures to encourage consumers to publish high-quality online reviews,increase the number of online reviews,pay attention to the guidance and maintenance of additional reviews,and enrich the forms of online reviews.The online shopping platform should perfect and optimize the online review system and build a high credibility network evaluation system.