Digital User Behavior in Fashion E-Commerce. A Business Model Comparative Study

Autor:	Teresa Sádaba, Patricia SanMiguel
Rok vydání:	2020
Předmět:	World Wide Web Computer science business.industry 0502 economics and business 05 social sciences Web page 050211 marketing Fast fashion E-commerce Business model business 050203 business & management
Zdroj:	HCI in Business, Government and Organizations ISBN: 9783030503406 HCI (24)
DOI:	10.1007/978-3-030-50341-3_39
Popis:	This paper analyzes how consumers are interacting with brands in the new digital context. The question research is if there is any homogenization of user behavior when dealing with brands in the e-commerce or not. The paper study Digital User Behavior in Fashion e-commerce, for this purpose, user behavior of Fast Fashion (FF) and Luxury-Premium (LP) e-commerce webpages are investigated. Therefore, a group of 20 fashion brands was selected: 10 of these brands belonged to the FF category and the other 10 to the LP category. User digital behavior is analyzed using six Key Digital Behavior Variables (KDBV), all performative variables that represent how consumers interact with brands through their web pages, based on web user session analysis. Studying digital user behavior enables us to get to know fashion brand consumers and users better. As we have observed, there are increasingly few differences between the behavior of FF web site users and LP web site users.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3a5a2be60e41709cb8398358f1d2a534 https://doi.org/10.1007/978-3-030-50341-3_39 Zobrazit plný text záznamu