Consumer Experiences with Online Consumer Reviews: A Phenomenological Exploration

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2015-11-11
Authors
Huang, Ran
Ha, Sejin
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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It is necessary to deepen current understanding about how consumers, recipients of online review messages, perceive and/or experience them for shopping, posing an important question: What does experiencing online consumer reviews mean to consumers? More specifically, are there key themes emerging from consumers’ experiences of online consumer reviews? This research aims to answer these questions by identifying key themes/meanings underlying consumers’ experiences with online consumer reviews for fashion/apparel shopping from the perspective of their users – consumers.

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