Effects of online customer reviews on sustainable clothing purchase intentions: The mediating role of perceived diagnosticity

IF 4.4 3区管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-06-18 DOI:10.1002/cb.2344

Chaohua Huang, Changhua Chen, Haijun Wang

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Abstract

Online customer reviews play a vital role in evaluating product or service performance and serve as an important reference for other customers' purchase decisions. This study explores the influence of online customer reviews on sustainable clothing purchase intention through text mining and survey-based methodologies. The results showed that online customer reviews focused on four dimensions: material ecology, clothing fashion, clothing functionality, and price reasonableness. Online customer reviews have a positive impact on consumers' sustainable purchase intentions, and perceived diagnosticity mediates the relationship between online customer reviews and purchase intentions. In addition, customers' prior sustainability knowledge moderates the relationship between material ecology, price reasonableness, and perceived diagnosticity. This study further enriches theoretical research on sustainable consumption within the context of online apparel retailing and helps sustainable apparel brands more accurately grasp the influencing variables of customers' sustainable consumption behaviours and formulate precise electronic word-of-mouth marketing strategies.

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在线顾客评论对可持续服装购买意向的影响：感知诊断性的中介作用

在线顾客评论在评价产品或服务性能方面发挥着重要作用，也是其他顾客购买决策的重要参考。本研究通过文本挖掘和基于调查的方法，探讨了在线顾客评论对可持续服装购买意向的影响。结果显示，在线顾客评论主要集中在四个维度：材料生态性、服装时尚性、服装功能性和价格合理性。在线顾客评论对消费者的可持续购买意向有积极影响，而感知诊断性是在线顾客评论与购买意向之间关系的中介。此外，消费者先前的可持续发展知识也会调节材料生态、价格合理性和感知诊断性之间的关系。本研究进一步丰富了网络服装零售背景下的可持续消费理论研究，有助于可持续服装品牌更准确地把握顾客可持续消费行为的影响变量，制定精准的电子口碑营销策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Consumer Behaviour BUSINESS-

CiteScore

7.30

自引率

11.60%

发文量

期刊介绍： The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.