The purposes of this study were to investigate components of apparel Web sites and to examine whether differences existed among the types of Web retailers in their components. Thirty‐six apparel Web sites were classified into four categories: virtual e‐retailer, catalog company, bricks‐and‐mortar retailer, and multi‐channel retailer. The Web sites were content analyzed according to the components of the apparel Web including merchandise, promotion, and customer service. Significant differences were found among the four types of Web retailers as to the components (product description, product price information, advertising, catalog service promotion, placing order, and returns policy) included on the Web sites. Currently, competition among Web sites is not based on what information is available, but how information is provided. Therefore, to differentiate themselves from competitors, each type of Web retailer should take advantage of their unique Web strategy within their own retail channel.
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