Abstract
This study explores the criticality of design that
contributes to discernable differential in the experiences of goal-focused
shoppers on European dress model Web sites. Focused on the apparel industry in
the European Union, the study examines accessibility and convenience,
availability of information, lack of sociality, media richness, and product selection, extending the technology acceptance model (TAM). The findings of the study
suggest that fundamental functionality is more helpful than advanced richness
or sophistication of technology on dress model sites. The study was conducted
as a laboratory experiment with adult students at a leading European business university,
in comparison to and in continuance of an earlier project on American Web sites
with American students at a major university in the United States, in which the
findings on media richness were replicated in this study. These findings will
benefit European marketing practitioners and researchers who review the impact
of dress model technology on shopping Web sites.
Keywords: apparel industry, business-to-consumer (B2C), dress
model technology, e-Business, European Union, and goal-focused shopping
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About the Authors:
The authors are associated with Pace University, New York City, USA, and the University of Mons-Hainaut, Mons, Belgium, respectively.
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