The effects of customized site features on internet apparel shopping
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 27 February 2009
Abstract
Purpose
The purpose of this paper is to examine the effects of customized site features on consumers' purchasing decision aids and consumers' attitudes toward internet apparel shopping.
Design/methodology/approach
The research model was developed and tested using structural equation modeling to identify the effects of customized site features on internet apparel shopping. Participants were members of an opt‐in‐e‐mail marketing company and were required to experience the customized site features at a given web site prior to the survey. A sample of 107 participants was used for the analysis, totaling a 34 percent response rate.
Findings
Interactivity of customized site features indicated a significant direct effect on consumers' purchasing decision aids and an indirect effect on positive attitude toward internet apparel shopping. Virtual experience and customized alternative information offerings showed significant direct effects on positive consumer attitude toward internet apparel shopping.
Research limitations/implications
Direct measures of the effects of customized site features on consumers' apparel purchase risks on the internet are suggested for future research.
Practical implications
E‐retailers should explore and develop the easy‐to‐use web interface of customized site features to enhance site usability and they should diffuse into their own retail web sites.
Originality/value
Examination of the effects of customized site features on internet apparel shopping is an area of research that has not been fully explored. The study provides e‐retailers with the insights to renegotiate the interaction with consumers regarding apparel shopping on the internet.
Keywords
Citation
Yang, K. and Young, A.P. (2009), "The effects of customized site features on internet apparel shopping", Journal of Fashion Marketing and Management, Vol. 13 No. 1, pp. 128-139. https://doi.org/10.1108/13612020910939923
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited