Attributes of Online Review Systems : An Environmental Design Perspective
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초록
This research determines the specific tools of online reviewsystems for general and apparel retailers, categorizing the toolsas physical, social, and individual environments, which consumersutilize to gather unique information and reduce uncertaintyfor online purchases. Content analysis for top grossingretailers and apparel retailers was undertaken by developinga coding guide applying Belk’s individual purchase situation. The findings indicate that not all top retailers operate onlinereview systems at the same level of specificity. Additionally,apparel retailers overall fall short of top retailers, especially forcollecting of more specific information in online review system. Findings aid retailers to adapt review systems and maintaincompetitive advantage in the dynamic online marketplace, specificallyfor apparel retailers.
Abstract
This research determines the specific tools of online reviewsystems for general and apparel retailers, categorizing the toolsas physical, social, and individual environments, which consumersutilize to gather unique information and reduce uncertaintyfor online purchases. Content analysis for top grossingretailers and apparel retailers was undertaken by developinga coding guide applying Belk’s individual purchase situation. The findings indicate that not all top retailers operate onlinereview systems at the same level of specificity. Additionally,apparel retailers overall fall short of top retailers, especially forcollecting of more specific information in online review system. Findings aid retailers to adapt review systems and maintaincompetitive advantage in the dynamic online marketplace, specificallyfor apparel retailers.
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