Fashion Business Commons^™

Effects Of Online Consumer Reviews On Attitudes And Behavioral Intentions Toward Products And Retailers, Jee Sun Park

Doctoral Dissertations

The purpose of this dissertation is to examine the role of consumer reviews in consumers’ decision making process. The current study aims to help researchers and practitioners understand how consumers process different type of information in online consumer reviews. The specific research objectives are to examine (1) how different type of online consumer reviews influence consumers’ responses toward the reviews (2) how different types of individual characteristics influence consumer processing of the content of the reviews, and (3) how consumers’ responses evoked by review content affect consumer attitudes and behavioral intentions toward the reviewed products and retailers. This study addressed …