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

Katrandjiev, Hristo (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
ID Code:2829
Deposited By: Assoc. Pro Hristo Katrandjiev
Deposited On:20 Nov 2015 15:48
Last Modified:11 Jun 2020 11:03

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