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Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour

Helen McCormick (Textiles and Paper, School of Materials, University of Manchester, Manchester, UK)
Charlotte Livett (Textiles and Paper, School of Materials, University of Manchester, Manchester, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 24 February 2012

20970

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.

Keywords

Citation

McCormick, H. and Livett, C. (2012), "Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour", Journal of Fashion Marketing and Management, Vol. 16 No. 1, pp. 21-41. https://doi.org/10.1108/13612021211203014

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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