Abstract


This study explores the criticality of design thatcontributes to discernable differential in the experiences of goal-focusedshoppers on European dress model Web sites. Focused on the apparel industry inthe 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 studysuggest that fundamental functionality is more helpful than advanced richnessor sophistication of technology on dress model sites. The study was conductedas 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 siteswith American students at a major university in the United States, in which thefindings on media richness were replicated in this study. These findings willbenefit European marketing practitioners and researchers who review the impactof dress model technology on shopping Web sites.


Keywords: apparel industry, business-to-consumer (B2C), dressmodel 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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