Search results for "fashion retail"
showing 4 items of 4 documents
Barriers to Responsible Consumption in e-Commerce : Evidence from Fashion Shoppers
2021
This qualitative study investigates the barriers to responsible consumption in e-commerce from the online shoppers’ viewpoint. The purpose of the study is to increase our understanding of what prevents young adults from making responsible purchases in online stores in the context of fashion retail. The data were collected by interviewing ten Finnish fashion shoppers aged 23-27 years. The findings show that responsible consumption is perceived as complex and challenging. The study identified barriers related to online stores and consumers themselves. Online store implementation (product availability, information and transparency, and pricing) is vital in facilitating online shoppers’ respons…
The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland
2023
Although omnichannel retailing has emerged as a popular research topic in academic research, there are still gaps in our understanding of this phenomenon. One such gap concerns omnichannel customer experience and particularly the cross-channel or spillover effects of how customer experience in one channel may affect customer behaviour not only in that specific channel but also in the other channels of the same retailer. In this study, we aim to address this gap by examining how customer experience in the offline channel affects customer behaviour in both the offline and the online channel, more specifically how in-store customer experience affects both brick-and-mortar store and online stor…
What is meaningful for responsible shoppers in online fashion retail?
2022
This qualitative study investigates what is meaningful for responsible shoppers in online fashion retail. The study aims to identify and describe these essential themes from the customers’ perspective. The data were collected by interviewing nine self-proclaimed responsible shoppers aged 26–51 years. All participants were female. The findings highlight six meaningful themes for responsible shoppers. These include 1) comprehensive and versatile information; 2) familiar brands and retailers; 3) domesticity; 4) pricing; 5) justification of purchase; and 6) the durability of fashion wear. The study indicates that these meaningful themes are related to the online store characteristics and brands…
A Customer Perspective on Omnichannel Customer Journey and Channel Usage : A Qualitative Study
2022
This qualitative study investigates customer behavior during the omnichannel customer journey. The study aims to increase the understanding of omnichannel service environments from a customer-centric point of view. The data was collected by interviewing 10 young adults (from 26 to 30 years old) who had bought a Finnish clothing brand (R-Collection) product via a digital or a physical channel. The research interviews dealt with the interviewees' experiences and channel behavior during their shopping journeys. Our results reflect the multidimensional nature of the omnichannel customer journey and give interesting insights into the usage of digital channels and technologies for clothing shoppi…