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The interactivity of the Internet and the importance of online interactive decision aids
In the recent past the Internet has emerged as a dynamic means for channelling transactions between customers and firms in a virtual marketplace. The rapid growth of this new marketplace poses intriguing questions for academic research, not on only regarding the role of the Web as information and communications medium, but also the issues related to shopping on the Internet (Swaminarathan, Lepkowska-White & Rao, 1999).
Growing online competition and maturation of Internet technology have also had a positive influence on website factors, beyond extensive product offerings, customer convenience, ease of navigation, and security, that all affect online marketing success (Vijayasarathy & Jones, 2000; Fiore & Jin, 2003). Fiore and Jin (2003) refer to the interactivity of the net and the use of new technology to customise presented information, facilitate communication, and entertain the consumer. Examples of this interactivity include “24/7” customer service representatives via e-mail, active server pages that permit customers to customise information that appears on the web page, 3-D virtual tours, contests and games. These aspects have been embraced by online marketers to entice consumers to visit their websites, purchase online, and be satisfied enough to become a repeat visitor (Mathwick, Malhotra & Rigdon, 2001; Li, Daugherty & Biocca, 2002 & 2003; Fiore & Jin, 2003).
These new technological innovations open up a range of possibilities for the online apparel retailer. To overcome the lack of sensory or aesthetic features of online textile products, an increasing number of apparel websites are incorporating image interactivity to provide this information, but have not yet been sufficiently tested to gauge the impact on the online apparel consumer’s shopping experience (Fiore & Jin, 2003). It is therefore implied that after aving developed the consumer guide, it should be thoroughly tested to ascertain if it supplies sufficient textile specific information to make it easier for the online South African consumer to purchase garments for office and casual wear from the Internet.
CHAPTER 1: THE STUDY IN PERSPECTIVE
1.1 INTRODUCTION
1.2 THEORETICAL BACKGROUND
1.2.1 The Internet as new shopping environment
1.2.2 Internet consumer behaviour and decision-making
1.2.4 The interactivity of the Internet and the importance of online interactive decision aids
1.2.5 The expected significance of the study
1.3 THE CONCEPTUAL FRAMEWORK, PROBLEM STATEMENT, AND OBJECTIVES
1.4 THE PRESENTATION AND OUTLINE OF THE STUDY
CHAPTER 2: THE INTERNET, INTERNET CONSUMER AND INTERACTIVE POSSIBILITIES OF THE INTERNET
2.1 INTRODUCTION
2.2 THE INTERNET AS NEW SHOPPING ENVIRONMENT
2.3 THE INTERNET SHOPPER: EXPECTATIONS, CONCERNS, BEHAVIOUR, AND DECISION-MAKING
2.4 THE BENEFIT OF INTERACTIVE AIDS AND IMAGES
2.5 IMPLICATIONS FOR THIS STUDY
CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY FOR THE FIRST PHASE OF THE STUDY
3.1 INTRODUCTION
3.2 THE CHOSEN CONCEPTUAL FRAMEWORK, RESEARCH PHASES, AND OBJECTIVES
3.3 RESEARCH STRATEGY AND RESEARCH STYLE CHOSEN FOR THIS STUDY
3.4 CHOICE OF THE RESEARCH SAMPLES FOR PHASE ONE
3.5 THE CHOICE, DESCRIPTION AND APPLICATION OF THE DATA COLLECTING TECHNIQUE
3.7 QUALITY OF THE DATA
3.7 DATA PRESENTATION
CHAPTER 4: RESULTS, DISCUSSION AND INTERPRETATION OF PHASE ONE OF THE STUDY
4.1 DEMOGRAPHIC INFORMATION
4.2 RESULTS RELATING TO SUB-OBJECTIVES
4.3 INTERPRETATION OF THE RESULTS OF THE FIRST PHASE OF THE STUDY
CHAPTER 5: METHODOLOGY FOR THE SECOND AND THE FINAL PHASES OF THE STUDY
5.1 THE DEVELOPMENT OF THE TEXTILE ASSESSMENT GUIDE AND MOCK WEB SITE (Second phase of the study)
5.2 CHOICE OF THE RESEARCH SAMPLE FOR PHASE THREE
5.2.1 Sample selection for the third phase of the study
5.3 THE CHOICE, DESCRIPTION AND APPLICATION OF DATA COLLECTING TECHNIQUES
5.4 DATA ANALYSIS
5.5 QUALITY OF DAT
5.6 DATA PRESENTATION
CHAPTER 6: RESULTS, DISCUSSION AND INTERPRETATION OF THE FINAL PHASE OF THE STUDY
CHAPTER 7: CONCLUSIONS, EVALUATION, CONTRIBUTION TO THEORY AND RECOMMENDATIONS
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