Can I count on online reviews? : A qualitative study on customers’ trust of electronic word-of-mouth through online reviews on fast-fashion websites among millennials in France.

Abstract: This thesis is situated in the research field of electronic commerce, specifically the aspect of fast fashion brands. This has drawn consumer interest because they find struggles when shopping for clothes online due to their inability to try the product before purchasing from sellers, which tends to result in information asymmetry. Therefore, they may be more hesitant to purchase online due to the perceived risk that results in low level of trust while shopping clothes online; therefore, businesses should strive to alleviate their concerns. Previous research has shown that electronic word of mouth (e-WOM) can guide and increase confidence.  The purpose of this study is to gain a better understanding of how consumers perceive online reviews as ways of reducing information asymmetry and reduce risk in order to ensure that they will be satisfied with their purchase. Furthermore, many factors identified in previous research that could influence the use of online reviews were identified and analyzed in the context of fast fashion for this study. Therefore, the study discovered several factors that influenced the use of online reviews.  This study investigates the role of trust as a mediator between customers' perception of electronic word-of-mouth (eWOM) and their subsequent actions. Specifically, the study focuses on the influence of the perceived usefulness of online reviews on customer trust in fast fashion websites. To gain a comprehensive understanding of consumers' opinions on online reviews, a qualitative research approach employing semi-structured interviews was conducted. The interviews provided participants with the opportunity to elaborate on their responses and provide nuanced insights. The findings indicate that fast fashion brands should prioritize the inclusion of online reviews and enhance their mechanisms based on the factors identified in this study. By recognizing the importance of customer trust and addressing the perceived usefulness of online reviews, fast fashion brands can improve their relationship with customers and foster positive consumer actions. This study contributes to the existing literature on eWOM, trust, and online reviews, offering practical implications for fast fashion brands aiming to optimize their online platforms.