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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.

  • 10,000 words – 90 pages in length
  • Good use of literature
  • Well written throughout
  • Includes research session transcripts
  • Ideal for marketing and business students


1 Introduction

Research Focus
Research Aim and Objectives

2 Literature Review
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

3 Research Methodology
Philosophy
Approach
Strategy
Techniques
 Research
Primary Research
Personal Observation and Think Aloud Protocol
Sampling Method
Pilot Study
Data Analysis
Limitation and Threats to Validity
Ethical Consideration

Chapter Four Findings, Analysis and Discussion
Objectives One
Objective Two
Objective Three
Choosing and Accessing an E-store
Homepage
Catalogue Page
Product Page

Chapter Five Conclusion
The Impact of Web Experience Elements on Online Clothes Shopping
Future Areas of Research

References

Bibliography

Appendices



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