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2014.11.06.pdf10.98 MBAdobe PDFView/Open
Title: Analysing online visual elements’ influence upon female perceived value
Authors: REITE, ANNA
Department: Högskolan i Borås/Textilhögskolan (THS)
Issue Date: 17-Oct-2014
Series/Report no.: Magisteruppsats
Programme: Master Programme in Fashion Management
Publisher: University of Borås/Swedish School of Textiles
Media type: text
Keywords: : Online Visual Communication
Garment Angle Views
Garment Display
Image Background
Utilitarian Value
Hedonic Value
Mental Intangibility
Abstract: Purpose - The purpose of this study is to understand female consumers’ behaviour within online shopping, in order to identify which features within three chosen elements, common within the presentation of women’s tops, reduce mental intangibility and stimulate perceived value. Design/methodology/approach - A standard qualitative study approached through two methods of data collection; interviews and focus groups, from which specific patterns and concepts were identified during the development of conversations. Research limitations - This study is limited to female students from The Swedish School of Textiles. The research will focus on three visual variables common within the online presentation of women’s tops. Originality/Value - This study contributes knowledge to online apparel retailers, enabling them to optimise their website product display, thus increasing their competitive advantage. Our analysis of the chosen visual elements will contribute to a further understanding on how to reduce mental intangibility through visual communication. Additionally by acknowledging how to influence customers’ perceived value, online retailers will be able to trigger loyalty.
Appears in Collections:Magisteruppsatser / Master theses (THS)

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