Study on the Effects of Homepage VMD Cues on Online Consumer Decision-making

Author(s)

Jackie Zheng , Shen Lei ,

Download Full PDF Pages: 14-18 | Views: 309 | Downloads: 94 | DOI: 10.5281/zenodo.3468922

Volume 6 - April 2017 (04)

Abstract

The current e-commerce market competition pattern is clear. Chances are very slim for those new entrants lacking capital advantage to obtain any competitive advantage. As the most active category on Internet market, apparel retailers are facing huge pressure in competition. Due to availability of information, rigid attributes like prices, fabrics and country of origin gradually lose competition values. Marketers began to take advantage of consumer participation in the age of Web2.0 and design marketing stimulus from the perceptual level. Based on the need of e-market practice, this paper tried to empirically test the relation between the aesthetic attribute, “likes” and consumer reactions on a mock social commerce website. Therefore, provide a theoretical reference and consumer analysis ideas for online apparel marketers. 

Keywords

Clothing purchase；Online Consumer Behavior；Visual Merchandising; Visual stimuli

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