E-WOM Theory:ZARA- Customers' feedback on reviewcentre.com

After internet was invented and well-developed, E-WOM has become a way of receiving information for customers (Henning-Thurau etal. 2004). Due to having characteristics of immediacy, interactivity, anonymity, convenience and without time or space limits, people are willing to use internet as a tool for researching information; furthermore, it has become a medium for communication (Henning-Thurau etal. 2004). This article discussed the reputation of internet (positive and negative) as well as how the reputation of website impacts the reputation of internet. In this article, it mentioned that the influence of negative reputation on internet is larger than positive reputation (Hommer & Yoon, 1992), which shows that negative image is easy to be noticed and received. Moreover, negative message will enlarge customer's uncertainty and negative image. In addition, the reputation of website can influence customer's assessment of products. High credibility of the sources is convincing (Jain & Posavac,2001).

Source: Park, C. and Lee, M. T., (2009) Information direction, website reputation and E-WOM effect: A moderatingrole of product type. Journal of Business Research, Volume 62, Issue 1, January 2009, Pages 61-67

 ZARA- Customers' feedback on reviewcentre.com

This website (http://bit.ly/1ZDn3V) offers a space which customers can write opinions on it. From those customers' opinions and points of view, I found that customers' responses were positive before 2010. For instance, they considered that  Zara followed the trend of fashion and agreed with its quality in that price. On the other hand, some customers pointed out different opinions. Between 2011 and 2012, more customers' responses were negative. Some customers considered the service of quality was not like what they thought, such as problems of refund and deliver, or questions of products. Seller could not take responsibility immediately. Moreover, some customers pointed out that quality of product was not in that price, and clothes had some flaws after few weeks.