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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