That’s What I Was Looking For! Congruence and Perceived Information Relevance of Online Customer Reviews

Lee, Garim; Kim, Hye-Young

doi:10.1080/10496491.2022.2060410

Cited by 7 publications

(1 citation statement)

References 62 publications

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“…Shoppers have a variety of objectives in mind when they go shopping, and these objectives are usually mirrored in their purchasing orientation (Lee and Kim, 2022; Brown et al , 2003). Shopping orientation is defined as a consumer’s general attitudes about shopping based on shopping goals (Brown et al , 2003; Scarpi, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Tan

Chan

Tan

2023

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Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. Findings This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Practical implications Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. Originality/value The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.

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Section: Literature Reviewmentioning

confidence: 99%

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Tan

Chan

Tan

2023

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Effects of emotions on the helpfulness of online reviews of healthy and unhealthy food in Japan and the United States

Ye,

Motoki

2024

J of Consumer Behaviour

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Online grocery shopping has become increasingly important in daily life. Consumers use the helpfulness of electronic word‐of‐mouth (eWOM) to reduce uncertainty and risk in online grocery shopping. Emotions such as positive arousal (e.g., energised) and calmness (e.g., relaxed) are often found in the eWOM of food products. However, little is known about the influence of emotions on eWOM helpfulness and how the effects of emotions on the helpfulness of online reviews differ in cultures. This study conducted an experiment to examine the impact of positive arousal and calmness on the helpfulness of eWOM regarding healthy and unhealthy foods in Japan and the USA. We found that cultural factors influenced the effect of arousal on eWOM helpfulness. For Japanese participants, positive eWOM with low arousal was more helpful than that with high arousal. In contrast, for US participants, positive eWOM with high arousal was more helpful than that with low arousal. In both countries, credibility mediated the relationship between arousal and review helpfulness. This study extends the literature on eWOM helpfulness and affect valuation theory. Our findings provide insights for companies on using eWOM in advertising campaigns and for consumers on writing helpful eWOM.

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Determining Factors Affecting Muslim Customer Purchase Intention to Shop Skincare Online: A Study in Indonesia

Budiarani,

Nugroho

2023

Springer Proceedings in Business and Economics

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That’s What I Was Looking For! Congruence and Perceived Information Relevance of Online Customer Reviews

Cited by 7 publications

References 62 publications

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Effects of emotions on the helpfulness of online reviews of healthy and unhealthy food in Japan and the United States

Determining Factors Affecting Muslim Customer Purchase Intention to Shop Skincare Online: A Study in Indonesia

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