Attributes of Online Review Systems: An Environmental Design Perspective

Hyun-Hwa Lee

Journal of Global Fashion Marketing, 2012, vol. 3, issue 4, 158-171

Abstract: This research determines the specific tools of online review systems for general and apparel retailers, categorizing the tools as physical, social, and individual environments, which consumers utilize to gather unique information and reduce uncertainty for online purchases. Content analysis for top grossing retailers and apparel retailers was undertaken by developing a coding guide applying Belk’s individual purchase situation. The findings indicate that not all top retailers operate online review systems at the same level of specificity. Additionally, apparel retailers overall fall short of top retailers, especially for collecting of more specific information in online review system. Findings aid retailers to adapt review systems and maintain competitive advantage in the dynamic online marketplace, specifically for apparel retailers.

Date: 2012
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DOI: 10.1080/20932685.2012.10600846

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