Online fashion shopping: mystery shopping-based evaluation of online German fashion stores
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The purpose of this study is to evaluate online German fashion shopping websites froma customer perspective, based on a two-dimensional conceptual framework coveringshopping experience and shopping quality. As the research methodology, anexploratory mystery shopping approach was used in order to compare online shops. The results were as follows. First, four categories of online shops were identified:heroes, marketing winners, process winners, and underperformers. Second, three mainlevers for improvement were elaborated: emotionality of websites, reducingcomplexity, and the introduction of an industry standard of payments. From theseresults, it is possible to analyze and benchmark websites and to adapt online marketingdecisions as well as general management strategies for online fashion shoppingcompanies. The study has originality and value as it is the first time that an evaluationof websites has combined the consumer’s perspective before the purchase and itsfulfillment (e.g. delivery) after the online purchase.
Abstract
The purpose of this study is to evaluate online German fashion shopping websites froma customer perspective, based on a two-dimensional conceptual framework coveringshopping experience and shopping quality. As the research methodology, anexploratory mystery shopping approach was used in order to compare online shops. The results were as follows. First, four categories of online shops were identified:heroes, marketing winners, process winners, and underperformers. Second, three mainlevers for improvement were elaborated: emotionality of websites, reducingcomplexity, and the introduction of an industry standard of payments. From theseresults, it is possible to analyze and benchmark websites and to adapt online marketingdecisions as well as general management strategies for online fashion shoppingcompanies. The study has originality and value as it is the first time that an evaluationof websites has combined the consumer’s perspective before the purchase and itsfulfillment (e.g. delivery) after the online purchase.
참고문헌 (61)
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