Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 24 February 2012

Helen McCormick and Charlotte Livett

The purpose of this paper is to identify the web experience elements that aid the interaction between the consumer and fashion garments online. Two elements have been identified…

22093

Abstract

Purpose

The purpose of this paper is to identify the web experience elements that aid the interaction between the consumer and fashion garments online. Two elements have been identified, product viewing and fashion information online, and analysis of the effects of these elements and the influence they have on consumers’ behaviour and decision‐making process are explored.

Design/methodology/approach

Qualitative data collection was employed utilising both photo‐elicitation and projective techniques during in‐depth interviews. Analysis of the elements is necessary to confirm how the cues are likely to affect the consumers’ interaction and influence the consumers’ shopping experience. Focus is placed on hedonic and utilitarian effects and purchase intentions towards fashion apparel investigating young consumers in reference to online retailing.

Findings

It is evident from the interviews that the two elements create very different experiences for the consumer with regards to viewing fashion online, the first area identified functional product viewing, allows the consumer to personalise how they view and interact with the garment stimulating more utilitarian effects, whilst the second area, aesthetic fashion information is driven by the retailer providing advice and information about the garments stimulating hedonic effects. Online fashion retailers must sufficiently intertwine hedonic entertainment with practical utilitarianism to provide a satisfying online shopping experience.

Originality/value

This research provides an examination into the complex area of interaction with garments online and its link to fashion‐related consumer behaviour. This study makes an important contribution to the literature to date, and raises additional questions for future research.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

1 – 1 of 1
Per page
102050