Collaborative consumption and eWOM

: the influence of electronic word of mouth on the valuation of online fashion rental services

Abstract

This dissertation investigates the influence of information quality of electronic word of mouth (eWOM), more specifically online customer reviews on the valuation of fashion rental services, namely on eWOM appeal, the intention to rent clothes on a renting platform, and the willingness to pay. Additionally, the moderating effect of fashion involvement and the mediating influence of perceived trust in eWOM was examined on the aforementioned relationship. Results indicate that high eWOM information quality in online customer reviews leads to greater valuations of fashion rental services. Additionally, higher fashion involvement positively impacts eWOM appeal of online customer reviews and the intention to rent clothes from a fashion rental platform. Furthermore, individuals with higher fashion involvement are more likely to rent clothes with higher eWOM information quality reviews. Results slightly improved by adding the influence of the frequency of consuming online reviews to this analysis. Moreover, findings suggest that perceived eWOM trust indirectly influences the relationship between eWOM information quality and fashion rental service valuations, specifically eWOM appeal and rental intention. These findings provide relevant theoretical insights into the previously established link between eWOM and rental platforms, particularly by closing a research gap concerning fashion involvement and eWOM trust. Forthwith, brand managers are provided with recommendations for a successful implementation of fashion rental services, particularly regarding the design of review management strategies.

Date of Award	24 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)