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Introducing music as part of the online shopping experience: A study about feminine apparel online retailers

Dias Amorim Coelho, R. (2016) Introducing music as part of the online shopping experience: A study about feminine apparel online retailers.

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Abstract:Background: It is necessary to create a compelling online shopping experience in order to achieve a competitive advantage on the Internet (Novak, Hoffman, & Yung, 2000). Music is one important atmospheric quality that impacts the online shopping experience (Kim & Lennon, 2012). But, while in retail environments music is ubiquitous and it is mainly controlled by the store (Pham, 2014) consumers are the ones in control of music choice and online music sources and/or platforms in the online shopping environment. Which means that, shopping websites should discover smart and innovative solutions to create a brand strategy that will successfully introduce music as part of their online shopping experience. Objective: Firstly, this study explores the different behaviours and perceptions of users regarding the online shopping experience of feminine apparel and online music consumption. Secondly, it explores the perceptions of users regarding different current brand strategies of online apparel retails, which already introduce music as part of their online shopping experience. Lastly, it investigates which are the main concerns and opportunities regarding this theme according to experts. Ultimately, this study aims to answer the overall main research question “Which are the best ways to introduce music as part of the online shopping experience of feminine apparel online retailers?” Method: Qualitative and exploratory study combining three distinct stages: in-depth interviews with users, focus group with users and in-depth interviews with experts. Findings & Implications: Online retails must (1) have a brand positioning which is suitable with the introduction of music, (2) take into account the motivations for online shopping (window-shopping vs. actual shopping), (3) choose the most appropriate sources & platforms for music introduction, (4) and consider the importance of the sense of control online shoppers seek in the online shopping experience. Key words: online shopping experience, feminine apparel online retailers, music, and exploratory study.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70669
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