Consumer garment evaluation in multiple channel retail environments

Reid, Louise F. ORCID: 0000-0002-4779-4333, Vignali, Gianpaolo and Barker, Katherine (2015) Consumer garment evaluation in multiple channel retail environments. In: British Academy of Managment Conference, 2015, 8-10 September, University of Portsmouth, Portsmouth, UK. (Unpublished)

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Multi channel distribution has revolutionised the global retail landscape. Despite investment in virtual technology platforms (i.e. retailer’s websites) to present items and information about them, which make the purchase process highly convenient, customers prefer to purchase in physical stores. This demonstrates a discrepancy between the information provided in the virtual environment and that required by consumers to make a purchase commitment. Consumers appear to evaluate products in more than one channel in a multiple channel process, which is not well understood. Customers switching between virtual and physical store environments to evaluate garments can lead to sales loss to competitors. This paper proposes the application of the Test-Operate-Test-Exit (TOTE) model of human task performance (Miller, Galanter and Pribram, 1960) to conceptualise the consumer evaluation process for garments, in multiple channel environments. This aims to establish information provision discrepancies that must be addressed to enhance the profitability of virtual platforms.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Retail; Fashion; Evaluative Criteria; TOTE Model; Multiple Channel
Related URLs:
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Louise Reid
Date Deposited: 15 Nov 2018 11:14
Last Modified: 01 Aug 2023 11:38

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