Investigating Online Reviews of Formalwear Rented Online: Information Generated by Female Consumers in Rent the Runway Sites
With the explosive growth of e-commerce, consumer online reviews as a type of electronic word-of-mouth (eWOM) have become increasingly important. Because online reviews come from the consumer perspective, they are perceived to be more influential on consumers’ choices and more helpful in reducing consumers’ perceived uncertainty than seller-generated information. Despite this, no research to date has investigated consumer-generated information in online reviews of formalwear rented online. This study is the first attempt to understand consumer-generated information in online reviews of formalwear rented online.
2014 ITAA Proceedings #71 Annual Conference, Charlotte, NC, USA, November 12-16, 2014. Posted with permission.