Experiment on consumer behaviour in fashion E-commerce – experience and insights
Författare
Summary, in English
As e-commerce continues to grow, so do the competition and expectations from consumers. To meet these challenges, e-tailers need to become more streamlined and understand the behaviour of their customers. An experiment was performed to gain knowledge about the impact of delivery and returns policies on consumer buying behaviour. Realistic and trustworthy results were generated by using a random sample strategy in performing a real-life experiment with actual consumers and products. Neither fictive products nor fictive consumers were used. This paper shares experiences and insights from conducting this experiment.
Avdelning/ar
Publiceringsår
2014
Språk
Engelska
Sidor
1-6
Fulltext
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Dokumenttyp
Konferensbidrag
Ämne
- Engineering and Technology
- Other Mechanical Engineering
Nyckelord
- Experiment
- E-commerce
- Retail
- Returns Policy
- Delivery Policy
Conference name
3rd Nordic Conference on Consumer Research, 2014
Conference date
2014-05-21 - 2014-05-22
Conference place
Vaasa, Finland
Status
Published