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The Effect of Purchase Reviews on the Trust, Satisfaction, Commitment, and Repurchase Intention of Consumer in Internet Shopping Malls

2009; The Korean Society of Clothing and Textiles; Volume: 33; Issue: 11 Linguagem: Inglês

10.5850/jksct.2009.33.11.1817

2234-0793

Byung-Sook Hong, Eun-Jin Lee, Mi-Ae Cho,

Diverse Topics in Contemporary Research

This study analyzes how the purchase reviews of fashion merchandise influence consumer trust, satisfaction, commitment, word-of-mouth intention, and repurchase intention in internet shopping malls. The survey was conducted from October $15^{th}$ to December $5^{th}$ in 2008, and 368 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that the purchase reviews factors of fashion merchandise in internet shopping malls were amusement, assentation, overstatement, genuineness, and usefulness. The assentation, genuineness, and usefulness of purchase reviews have an effect on consumer trust and satisfaction. The amusement, overstatement, and usefulness of purchase reviews have an effect on the emotional commitment of consumers, while the amusement, assentation, overstatement, genuineness, and usefulness of purchase reviews influence the reasonable commitment of consumers. Consumer trust and commitment effect word-of-mouth intention and repurchase intention in internet shopping malls.