http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
Online fashion shopping: mystery shopping-based evaluation of online German fashion stores
Jochen Stra¨hle 한국마케팅과학회 2013 Journal of Global Fashion Marketing Vol.4 No.3
The purpose of this study is to evaluate online German fashion shopping websites froma customer perspective, based on a two-dimensional conceptual framework coveringshopping experience and shopping quality. As the research methodology, anexploratory mystery shopping approach was used in order to compare online shops. The results were as follows. First, four categories of online shops were identified:heroes, marketing winners, process winners, and underperformers. Second, three mainlevers for improvement were elaborated: emotionality of websites, reducingcomplexity, and the introduction of an industry standard of payments. From theseresults, it is possible to analyze and benchmark websites and to adapt online marketingdecisions as well as general management strategies for online fashion shoppingcompanies. The study has originality and value as it is the first time that an evaluationof websites has combined the consumer’s perspective before the purchase and itsfulfillment (e.g. delivery) after the online purchase.