Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores

Katrandjiev, Hristo and Velinov, Ivo (2014) Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores. Economic Alternatives (1). pp. 84-98. ISSN 1312–7462

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The paper presents the results of a scientific research project concerning the new emerging academic field of Online merchandising. The study aims to identify, classify, and measure the OVM elements/subelements and it is the first one that generalizes and systematizes on a global basis the groups, the categories, the elements, and the subelements of OVM of apparel online shops. The method of content analysis is applied in the context of randomly selected apparel web stores. The adopted inductive approach in the study reveals 55 subelements which are grouped into 13 elements. These elements form 5 categories. Finally the 5 categories form 2 major groups. The OVM elements/subelements are analyzed and the frequency of usage of each subelement is measured and discussed. Finally, the authors summarize the results and outline the future directions for research.

Item Type:Article
Uncontrolled Keywords:Online merchandising, Apparel web store, Content analysis
Subjects:Arts.Fine and Decorative arts > Fashion design. Clothing and accessories
Economic and business Administration > Economic policy. Management. Marketing
Economic and business Administration > Economic statistics
ID Code:2354
Deposited By: Иво Велинов Велинов
Deposited On:17 Sep 2014 07:32
Last Modified:03 Nov 2015 14:47

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