IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v16y2025i1p90-108.html
   My bibliography  Save this article

Understanding fashion omnichannel experience through mobile application customer reviews

Author

Listed:
  • Muzhen Li
  • Li Zhao

Abstract

This research explored the human-machine user/consumer experience when customers use fashion retail mobile applications under the omnichannel context, aiming to identify key themes and varying customer values from customer reviews of different tiers of fashion mobile apps. 5,000 customer reviews about ten department store mobile apps were crawled from the iOS App Store in June 2021. Using text-mining methods, including Latent Dirichlet Allocation (LDA) topic modeling, sentiment classification, and word co-occurrence network, this research reveals predominant topics/themes in mobile app reviews that reflect consumer perceptions of human-machine experience and omnichannel shopping experience. These insights underscore the critical role of human-machine user experience in the success of omnichannel strategies and identified the four important instrumental qualities in fashion mobile app user experience, which are ease of use, usability, fluency, and personalization. The findings also shed light on customers’ expectations and perceived value concerning different types of fashion omnichannel retailers.

Suggested Citation

  • Muzhen Li & Li Zhao, 2025. "Understanding fashion omnichannel experience through mobile application customer reviews," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 16(1), pages 90-108, January.
    • Handle: RePEc:taf:rgfmxx:v:16:y:2025:i:1:p:90-108
    DOI: 10.1080/20932685.2024.2417304
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2024.2417304
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20932685.2024.2417304?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rgfmxx:v:16:y:2025:i:1:p:90-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.