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While marketers want to drive higher repurchases for better business sustainability, repeat shopping experiences may change customer perceptions of the online channel, resulting in the emergence of new segment typologies. Therefore, the purpose of this paper is to explore the segmentation of online clothing shoppers using a repeat online clothing shopper base. Further, it analyses segment positions in a perceptual space to derive relevant positioning insights for the various segments.

Segmentation is done using dual bases of e-lifestyle and website quality factors for which the scales are derived from literature and then adapted and validated using a two-phase process across two samples of 271 and 644 experienced shoppers, respectively, in India. Positions of the segments are explored using the discriminant analysis-based perceptual mapping technique.

Three segments are found, namely disengaged averse online shoppers, interactive convenience seekers and adept online shopping optimists with the latter two having a higher propensity to purchase clothes online. Perceptual mapping of the segment positions reveals dimensions, which can be used for appropriate positioning.

The research methodology may be replicated for other products and country contexts, and additional factors may be explored for further insights.

The study reveals insights on the evolving nature of segments as shoppers gain experience of online shopping for clothes and highlights the varied reasons for the growing acceptability of the online channel. The findings reveal key targeting and positioning strategies for e-marketers.

This is one of the first studies of its kind in India, which explores the segmentation of repeat online clothing shoppers in India using dual bases. Another distinctive feature of the study is its use of the perceptual mapping technique to draw inferences about factors that differentiate multi-segment buying behavior.

With the prevalence of the internet, whether various interactive relationship building between online channel and consumers may lead or not to profit has been paid much attention by researchers and practitioners. It is also to note that the ratio of female shoppers online has been increasing, and female shoppers now outnumber male shoppers online. Based on the perspective of switching path analysis technique (SPAT), the aim of this study is to explore the effects of consumer inertia and satisfaction on repeat‐purchase intention among female online shoppers, and also to examine whether positive word‐of‐mouth and alternative attraction moderate the above relationships.

Data were collected from a self‐developed online survey system. The formal questionnaire consisted of three sections. The first section screened participants by gender and online shopping experience. The second section measured respondent perceptions of each construct in the research model. The last section aimed to understand respondent basic personal data.

The study results indicate that both consumer inertia and satisfaction positively influence repeat‐purchase intention, and that consumer inertia is more influential than satisfaction; moreover, positive word‐of‐mouth negatively moderates the relationship between consumer inertia and repeat‐purchase intention, but positively moderates that between satisfaction and repeat‐purchase intention; finally, alternative attraction does not moderate any of the above relationships significantly.

To the authors’ knowledge, the difference between the direct effect of inertia and satisfaction on purchasing behavior has not been investigated. Based on the study findings, suggestions are made for shopping website operators.

The five-factor model (FFM), a popular personality typology that identifies five key personality traits, has been used to predict use intention in various e-commerce applications, but the role of FFM in triggering certain evaluations of the various quality dimensions of e-commerce websites has not been examined, revealing a gap, i.e. the authors do not know how the five personality traits impact evaluations of the quality dimensions of e-commerce websites. The 3Q model—which comprises system quality (SysQ), information quality (IQ), and service quality (SQ), spanning 13 quality dimensions—is helpful for evaluating website quality, but the model neglects user characteristics and their impacts on quality evaluation, posing another gap, i.e. the authors do not know how user characteristics impact the user's evaluation of quality dimensions. Thus, the authors used the FFM to extend the 3Q model to explain how user personality predicts the evaluation of websites in the 13 quality dimensions.

The authors used an online survey to collect responses from 392 online shoppers. Structural equation modeling was used to test the hypotheses.

The authors found that openness in a shopper predicts their favorable evaluation of a website in the quality dimensions of format and flexibility; conscientiousness predicts favorable evaluation in terms of completeness, accuracy, currency, timeliness, and service reliability; neuroticism predicts unfavorable evaluation in terms of reliability, accessibility, and assurance; and extraversion predicts favorable evaluation in terms of responsiveness; while agreeableness did not predict empathy.

In sum, the authors successfully used the FFM to theoretically extend the 3Q model, which clarifies the usefulness and pathways of personality in formulating strategies for e-commerce success.

As the number of female customers shopping in online clothing stores increases, understanding how female customers’ e-loyalty is formed and fostered in this type of online store becomes very pivotal. Yet, despite its importance, little research has been done on this issue. The purpose of this paper is to focus on female online clothing shoppers and aim to examine the mediators of e-loyalty in the context of online clothing stores: e-satisfaction and e-trust.

A total of 482 subjects who are female and have online clothing store shopping experience in Taiwan were obtained and structural equation modeling was performed to analyze the measurement and structural models.

The results show that both perceived online privacy and security are positively associated with e-trust, whereas web design is not. Furthermore, perceived delivery time and web site design are positively associated with e-satisfaction. Both e-trust and e-satisfaction in turn positively influence e-loyalty for female online clothing shoppers.

On the basis of the literature review, there is a lack of theoretical knowledge of the relationships between e-loyalty, e-satisfaction, and e-trust among female online clothing shoppers. The research fulfills this important theoretical gap by extending prior studies on e-loyalty to further examine the factors that form e-satisfaction and e-trust, and how they, as mediators, influence the development of female customers’ e-loyalty in the context of online clothing stores. The result provides a model that contributes to understanding the formation of female customers’ e-loyalty.

The results of this study are helpful to online store managers in increasing their customers’ loyalty. Specifically, online clothing store managers have to create quick item delivery methods and friendly online shopping web sites that provide all necessary information and are easy to navigate and use so as to increase customers’ e-satisfaction. They also need to establish reliable and trustworthy web sites by letting their customers easily perceive the web sites’ privacy and security features to enhance customers’ e-trust. As e-satisfaction and e-trust increase, e-loyalty is fostered.

The contributions of this study are threefold. First, this study focusses on an important but previously neglected group in the context of online clothing stores: female online clothing shoppers. Second, the authors’ investigation extends the literature on e-loyalty by identifying important mediators (e-satisfaction and e-trust) and probing into their relationships to e-loyalty in the context of online clothing stores. Third, the findings contribute to academia and to future research by increasing understandings of the importance of the concerns and experiences of female online clothing shoppers and by suggesting that future research pay more attention to female online shoppers.

New developments in e-commerce and m-commerce technologies along with the wide adoption of mobile devices and social media have enabled companies to enhance customers’ shopping experiences and their interaction with brands anytime, anywhere. The purpose of this paper is to develop a theoretical model for a unified online customer experience by drawing from related literature on consumer behavior in the online contexts.

By synthesizing extant consumer behavior and e-commerce literature, this paper seeks further understanding of online customer experience and offers strategies for e-commerce marketers and Web site designers.

The findings of this paper indicate that easiness to locate the Web site/app, ease of use, perceived usefulness, hedonic and utilitarian features, perceived enjoyment, personalization, social interactions and multi-device compatibility are the antecedents of the unified online customer experience. Brand engagement, positive word of mouth (WOM) and repeat purchase are the outcomes of compelling online customer experience.

A significant amount of potential revenue is lost globally due to poor online customer experiences, resulting in e-commerce not reach its potential. E-commerce companies should “hook” customers by providing compelling online experiences.

Given that customer’s experience has become one of the most important and competitive outcome variable for contemporary companies, the results will benefit e-commerce marketers and Web site designers.

This study aims to theorize and empirically examine the relationship between “purchase intention and conversion rate”, “website satisfaction and conversion rate” and “purchase intention and conversion rate”. E-Commerce conversion rate represents the percentage of visits to an e-tailer’s website that includes a purchase transaction. Despite the importance of conversion rates for e-tailers, prior research predominantly used purchase intention and website satisfaction as main dependent variables and implicitly assumed that these variables will influence the actual purchase.

Data on 85 US retail websites were used to test the hypotheses. The unit of the analysis is the online retail website. Regression analysis was used to perform the data analysis.

The results indicate that both purchase intention and website satisfaction positively influence conversion rates. It was also found that website satisfaction positively influences purchase intention.

Only data from 85 US e-tailers from the top-100 US online retailers are used to test the hypotheses. Also, conversion rate is only one of the several important success metrics used by e-tailers.

This study not only examines antecedents of e-commerce conversion rates, but also theorizes and tests if there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”. This is because, although previous studies used purchase intention and website satisfaction as main dependent variables and proxies for actual purchase behavior, they did not validate this relationship. This study shows that: there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”, there is also a statistically significant relationship between “website satisfaction and purchase intention” and this study used firm-level data to theorize, measure and analyze the data, whereas prior literature used only individual-level data.

The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing.

This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing.

The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification.

This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.

Demonstrates the usefulness of the traditional marketing model in developing e‐commerce marketing strategies. Discusses four e‐commerce frameworks and integrates them with the traditional marketing model (product, price, promotion, and distribution) to develop a complete framework. Discusses how the e‐commerce strategies could be applied to a real company using the integrated model.

The purpose of this paper is to explore the roles of flow experience and e-trust in online consumers’ stickiness intentions from a perspective of information quality and discuss how to retain these consumers.

The authors proposed a research model by integrating three dimensions of information quality, flow experience and e-trust. These factors were analyzed to explore the direct and indirect effects on consumers’ stickiness intention. Online questionnaires were adopted to collect data and 259 valid samples were analyzed by structural equation modeling approach.

The findings show that information quality provided by B2C online shopping malls can indirectly affect consumers’ stickiness intention through the mediation effects of flow experience and e-trust. Besides, flow experience can also significantly affect e-trust and then indirectly influence stickiness intention.

The findings suggest that information quality can trigger the effects of flow experience and e-trust to keep stickiness of online consumers. Besides, in the context of online shopping, flow experience would promote consumers’ trust toward e-retailers. Some other theoretical and practical implications are also provided.

This study indicates the effects of flow experience and e-trust on stickiness intention from an information quality perspective. Meanwhile, the authors also intend to discuss the relationship between consumers’ flow experience and e-trust in the context of B2C online shopping.

Considers the fundamental role of marketing within the dynamics of e‐commerce and addresses three key issues which challenge the concept of marketing when companies are faced with managing and utilising e‐commerce. First, is Internet marketing a “fad”? Second, if Internet marketing is viewed more broadly, does it provide an effective marketing tool for organisations? Third, does e‐commerce present a “new marketing paradigm”? Poses questions about the relevant skills that marketing managers need for effective marketing on the Internet. Questions whether these changes are IT or customer driven and the consequences for management development. To support the analysis of the effects of these changes, a preliminary study was undertaken in four different industrial sectors, involving four international companies based, or with main offices, in the United Arab Emirates. Semi‐structured interviews were undertaken with marketing managers to address the key issues.