  Ref: market0042 As competition online increases, it has become vital for e-stores to attract and fully satisfy consumers to ensure their success. It is argued that web design is the most influential factor in the success of an e-store. Elements that enhance the online experience can be particularly influential for products such as clothing, which generally require physical interaction and evaluation prior to purchase. Web experience elements can affect early decision-making stages (search and pre-purchase evaluation) and influence purchase intent. Ongoing research is required to overcome the current fragmented nature of the subject area and to keep up with rapidly changing technology and consumer attitudes. Therefore this study aims to build on the current body of knowledge, drawing together and investigating the key Web experience elements that can influence online clothes shopping. Primary data is gathered using a method based on Participant Observation and Think Aloud Protocol Analysis to study the effect of the Web experience elements first hand and gain rich insights into consumers behaviour and attitudes. Findings suggest that in this rapidly developing market the emphasis of e-retail remains on simplicity, clarity and convenience allowing consumers to instantly understand the website and quickly navigate to relevant pages. Specifically for clothes shopping there is a vital need to fully evaluate items. Consumers can benefit from the use of new technology that increases product clarity and range of views offered. However these features must be convenient to use and add real value to their experience. The study recognises the need for additional research to gain further understanding and overcome the study’s limitations.
Chapter One Introduction Research Focus Research Aim and Objectives Chapter Outline Chapter Two Literature Review Introduction The Importance of E-retail Advantages and Disadvantages The Online Clothing Market Buyer Behaviour and Online Shopping Process Web Experience Elements Usability Interactivity Web Atmospherics Marketing Mix Elements Risk Reduction Elements Conclusions Chapter Three Research Methodology Introduction Research Philosophy Research Approach Research Strategy Research Techniques Secondary Research Primary Research Personal Observation and Think Aloud Protocol Sampling Method Pilot Study Data Analysis Limitation and Threats to Validity Ethical Consideration Conclusion Chapter Four Findings, Analysis and Discussion Introduction Objectives One Objective Two Objective Three Choosing and Accessing an E-store Homepage Catalogue Page Product Page Conclusion Chapter Five Conclusion Introduction The Impact of Web Experience Elements on Online Clothes Shopping Future Areas of Research References Bibliography Appendices How To Order 1. Select reference number market0042 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |