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http://dx.doi.org/10.5850/JKSCT.2009.33.6.916

A Study of Comparison Analysis on Online Visual Merchandising Practices between Korea and China  

Park, Hyun-Hee (School of Business Administration, Kyungpook National University)
Li, Qin (Division of Business Administration, Pukyong National University)
Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.33, no.6, 2009 , pp. 916-928 More about this Journal
Abstract
The objective of this study is to investigate the differences in online visual merchandising practices of online apparel retailers between Korea and China. The 40 websites based on the sales were selected with 5 retail stores per website. Totally, 200 online retail stores were analyzed by content analysis and chi-square test. As a result, 8 online visual merchandising factors were extracted: convenience, product presence, product information, service, interest, participation, aesthetics, and fitness. There were significant differences in all 8 factors of online visual merchandising practices of apparel retail stores between Korea and China. The contribution of this study is to supply for understanding of what are the online visual merchandising composition items and factors and how they were used differently between Korea and China in a real situation of online visual merchandising.
Keywords
Online visual merchandising; Apparel e-tailing; Product presentation; Cross cultural; Content analysis;
Citations & Related Records
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