This study examines the impact of others' reviews (reviews, product ratings) on consumer responses (helpfulness & buying intention) in an online shopping platform. We propose that review features, such as review message construal and review inconsistency between review message valence and rating, determine review credibility as product-related information, which in turn influences helpfulness of review and buying intention toward the product. Specifically, low- level construal review messages will be perceived as more credible than high-level construal review messages, which affect helpfulness and buying intention. In addition, the effect of review message construal will be moderated by review inconsistency. The effect of the review message construal will be enhanced in the condition of review consistency (positive content-high rating & negative content-low rating), but it will be disappeared or attenuated in the condition of inconsistency (positive content-low rating, negative content-high rating).

The purpose of this study is to verify how similar the virtual fit pants are to the actual fit of stretchable pants. Data is produced using a virtual model to apply movements. The results show that in the upright position, the similarity between the appearance of the actual fit and the virtual fit is high. Results are 4.47, 4.13 and 4.33 out of 5 on the front, side, and back, respectively. The base line of the front and back, and the amount of allowance in each part were well reproduced by the model. The texture of the virtual fit was evaluated and found to be similar to the actual fabric. In terms of shape and number of wrinkles with the virtual fit pants, large wrinkles were better expressed than fine wrinkles. After applying movements to the virtual model, the front and side results were similar to the actual fit, but the back results were different. As a result of multiple comparisons, the greatest difference in similarity by movements is found in the center front line. The similarity difference was lower on the side than on the front. The only significant difference after applying movements is in the hip circumference margin. According to movements, the similarity of virtual fit is lower on the back than on the front and side, and the back also has the largest similarity differences to the movements type.