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Title:
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DESIGN AND DEVELOPMENT OF ONLINE CUSTOMISED CLOTHING MARKETPLACE: A PRELIMINARY STUDY ON CONSUMER PREFERENCES |
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Author(s):
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Sin Ying Ng and Pik Yin Mok |
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ISBN:
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978-989-8704-49-8 |
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Editors:
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Katherine Blashki, Yingcai Xiao, Piet Kommers and Pedro Isaías |
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Year:
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2023 |
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Edition:
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Single |
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Keywords:
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Product Information, Online Marketplace, Product Page, Customer Perceptions, Credibility Cues, Online Shopping |
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Type:
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Full |
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First Page:
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3 |
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Last Page:
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10 |
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Language:
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English |
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Cover:
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Full Contents:
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Paper Abstract:
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Fashion online shopping has rapidly evolved since the pandemic. Unlike shopping offline, customers cannot physically touch or feel the actual products, therefore, UI design for product information display is fundamentally important for online shopping of fashion. This paper aims to investigate what product information, including product detail image, product display formats, size information, and credibility cues consumers consider when shopping for clothing online by collecting survey responses from 162 respondents. The results show that displaying product in different angles and close-up product details with zoom-in functions are the key product information displaying clothing on human models with size information, such as size chart, try-on of products on models in different sizes and body shapes and size recommendation tools are also essential. Consumers also valued the credibility cues, such as product review and comment, seller reputation and rating, and photos of products received by customers. The study will be used as a reference to prioritise product information and functions in the design and development of an online customised clothing marketplace platform. It also provides valuable customer insight to fashion brands tech companies and who are assisting brands to launch their e-shops. |
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