Table 2 Attributes and attribute levels of online shopping.
Attributes | Explanation and attribute levels | |
|---|---|---|
Pricea | Explanation | Price of the product in the online store (retailers sell products that are nearly the same but have slight differences) |
Levels | ① Price: 50,000 KRW | |
② Price: 52,000 KRW | ||
③ Price: 54,000 KRW | ||
Number of reviews | Explanation | Total number of reviews left by customers who have previously purchased the product |
Levels | ① 1 | |
② 10 | ||
③ 100 | ||
④ 1000 | ||
Star ratings | Explanation | Average star rating of purchase reviews left by customers who have previously purchased the product (based on a five-star rating) |
Levels | ① ★ (one-star rating) | |
② ★★★ (three-star rating) | ||
③ ★★★★★ (five-star rating) | ||
Review type | Explanation | Format of reviews from customers who have previously purchased the product |
Levels | ① Text reviews | |
② Text + picture reviews | ||
③ Text + video reviews | ||
Text review lengthb | Explanation | If the number of words in a text review is <20, it is classified as a general review; if the review has >300 words, it is classified as a premium review |
Levels | ① General Reviews (<20 words) | |
② Premium Reviews (>300 words) | ||
Shopping platform | Explanation | A shopping mall is divided into a personal shopping mall, open markets, and a personal shopping mall located on an online platform provided by Naver shopping. |
Hiphoper, Hyber, Stylec, and TheXshop are names of shopping malls | ||
Levels | ① Personal shopping mall (Hiphoper, Hyber) | |
② Open market (Gmarket) | ||
③ Online platform (Stylec, TheXshop) | ||
