E-Commerce; Fashion; Online-Shopping; User Experience
en
Abstract:
Abstract In the last decade of online business the focus was on efficiency and convenience. Customers mentioned it as their main driver to shop online. With the Convenience has often been rated as the number one reason why people purchase online (Childers et al. 2001; Jiang et. al. 2013; PwC2014a):"I can do it 24/7, I can do it from my sofa and I can do it fast". After general introduction to the topic of online shopping and a review of scientific findings on customer perceptions, and user experience, the focus of this thesis is on fasion products, the fashion buying behavior and customer motivations. Acorrelation is created between the technological possibilities of the World Wide Web, customer expectations, and charachteristics of fashion buying behavior. Special interest in this regard is on behavior and purchase intentions for fashion products in general. Tackling topics like user engagement, and brand personality and experience in the online world can technically outweight traditional brick-and-mortar retail, also in regard to experience and excitement. Based on the current situation the online business, the thesis will evaluate existing solutions that are successfully implemented to create an enjoyable customer experience, engage users to spend more time on-site, explor content / products, and ideally achieve higher unique. The findings of this research were factors that can improve the online shopping experience for fashion implementing innovative approcahes in how to guide the customer through the assortment. This dissertation concludes that retailers have to focus especially on design and concept of their website to stay on the experience-seeking customers radar.
