Shin, Eonyou; Chung, Telin; Damhorst, Mary Lynn - In: Journal of Fashion Marketing and Management: An … 25 (2020) 1, pp. 63-79
Purpose: The purpose of the current study is to explore how valenced fit reviews affect the consumer decision-making process during online apparel shopping. Design/methodology/approach: A single factor (valence of fit review) within-subject experimental design was employed to examine how the...