Analysis of Online Evaluation of Fashion Boutique Customers

Aims: This study is to understand the focus of consumers' evaluation of boutique social marketing.

Study Design: This study employs text analysis to deconstruct the large number of customer reviews collected from IG, followed by semantic network analysis to examine the association with the extracted keywords to understand the focus of consumers' evaluation of boutique social marketing.

Place and Duration of Study: EMBA Department, MingDao University, Taiwan, from June 2022 to December 2022.

Methodology: In this study, content analysis was used to analyze the data, including question formation, sampling, and coding, and then comparing the results. In this study, the questions to be investigated have been described earlier, and the subject matter of the analysis is compiled from the stem, that is, the sentences in the subject matter that are scattered in various paragraphs but have similar meanings are edited to form a unit of analysis that can be processed, which may be a minimal paragraph of one to three sentences, and the sentences with different meanings form different stems. After the stemming is confirmed, a possible classification structure is decided.

Results: In the apparel category, consumers gave positive comments on beauty orientation, time orientation, and value orientation, while negative comments do not seem to be more prominent items。 In the jewelry category, the main ones are the positive evaluation of the value orientation and beauty orientation, the negative assessment of the quality orientation, communication orientation, and time orientation. In the leather goods category, consumers' positive evaluations were focused on quality orientation, beauty orientation, and value orientation, while negative evaluations were mostly on quality orientation, time orientation, and communication orientation. In terms of consumer response to shoes, the positive assessment is based on beauty, value, and quality orientation, but the negative evaluation is based on quality orientation. From the above, we can see that there is a great difference between the positive and negative consumer opinions of different quality items, and it is impossible to make a uniform statement. This part is in line with Varshneya's [1] study on the value of fashion brand consumers' experience and word-of-mouth, but Varshneya [1] did not further analyze the generated word-of-mouth.

Conclusion: This study confirms that price is not the best priority for consumers in the marketing strategy of fashion boutiques, as opposed to previous e-commerce-related studies which suggest that the marketing of fashion boutiques cannot be based on price promotions as the main marketing method for fashion boutiques online shopping. We can see that there is a significant difference between the positive and negative consumer opinions of different quality items, and it is impossible to make a uniform statement.

Research Proposals: The merchants should pay attention to their consumers' various evaluations rather than focusing on price-cutting competition at the expense of product quality. For the time factor, the business should strengthen the management of goods, or inform the exact delivery time in advance, so as not to cause consumers to be impatient. In addition, in terms of communication, consumers also value the response time and multiple communication channels for consumers' questions. Product descriptions should be conveyed in a way that consumers can fully understand, and product pictures should not be overly retouched and should be compared to real-life items so that consumers can more accurately understand product information and avoid misunderstandings. For customers who give negative comments, the store can explain the handling situation to increase the confidence of potential customers.