Trovärdighet vid digitala klädköp : En kvalitativ studie som utreder hur trovärdighet förmedlas genom klädrecensioner.

Sammanfattning: Consumer reviews is a phenomenon here to stay. A consumer review is a type of product information generated by users with personal experience of the product. As the Internet grows, consumer reviews become unavoidable for consumers, businesses and marketers. Product reviews influence and affect both the initial information search and the final purchase decision. Therefore, it is relevant to examine consumer reviews importance of the buying process and its development in the future. The thesis has been limited to examining reviews in context of online clothing purchases. The aim is to contribute to a better understanding of reviews as a phenomenon.             The research questions examines what information about the clothing reviewer is considered reliable to the consumer in a digital buying process and what type of information in the opinion of a digital clothing review is considered reliable by consumers in a buying process. A focus group interview was applied to get an understanding of consumer’s views on clothing reviews and consumer behavior theory has been studied to understand the phenomenon. The thesis has resulted in concrete recommendations for marketers in practice. The result was that anonymous clothing reviews in contrast to previous studies, demonstrated the highest credibility perceived by the consumer. If excessive, and non relevant, information is included in the review the consumer will face difficulties relating to the reviewer. This might lead to a decline of the credibility of the review itself. Throughout this thesis paper a number of factors have been presented that suggestively should be included in the reviews, as well as which factors should be avoided. We have also concluded that reviews in themselves are of vital importance for the credibility of the business, and that even a poorly structured review is better than no review at all.             The thesis ends with a proposal for a modified version of the buying process for a digital context. The purchase process is complemented by a new, sixth block that constitute reviews role in the purchasing process. The thesis shows that consumer reviews role in consumers buying process were greater than initially attributed to the original model of the buying process. Therefore a development of the buying process seems legitimate.