Reseñas online y su influencia en la percepción de calidad de prendas de vestir en jóvenes de la generación Z en Guayaquil

Abstract

This research aimed to analyze the influence of online reviews on the perception of clothing quality among Generation Z youth in Guayaquil. A mixed methodological approach was employed, with a non-experimental and cross-sectional design. The sample consisted of 384 young people aged 18 to 27 who made clothing purchases on e-commerce platforms, selected through non-probabilistic convenience sampling. A structured survey with a Likert scale was applied, and semi-structured interviews were conducted with three experts in digital marketing and e-commerce. The results showed that 85.2% of respondents considered reviews with detailed experiences more reliable, while 84.1% significantly valued visual content (photos and videos). Transparency emerged as the most valued factor, with 87.4% agreeing that it increased consumer trust. Regarding quality perception, 85% considered that reviews describing materials and durability increased the perceived quality of the product, and 74.8% indicated that negative reviews affected their perception even when the price was attractive. It was concluded that online reviews represented a fundamental strategic tool for clothing stores seeking to attract and retain Generation Z consumers. Brands were recommended to implement active review management with constant monitoring, encourage professional and authentic visual content, respond promptly to comments, and make young consumers protagonists to turn them into generators of positive content.