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Optimization of Online Visual Merchandising Elements (OVME) on the Basis of Consumer Preferences

Author

Listed:
  • Hristo Katrandjiev

    (University of National and World Economy, Sofia, Bulgaria)

  • Ivo Velinov

    (New Bulgarian University, Sofia, Bulgaria)

Abstract

The article reports the results of a research project on the newly emerging academic field of merchandising. The aim of the recent study is to offer an optimal combination of OVME in online fashion stores in accordance with users’ preferences. One of the main conclusions drawn from an analysis of pre-selected fashion items in the online environment, as well as the layout of online shops, was that the main attributes to be considered in online store space design result from content analysis (and are overviewed in detail in a previous publication of Katrandjiev, Hr. and Velinov, I.). The authors share their findings and offer a further direction of research.

Suggested Citation

  • Hristo Katrandjiev & Ivo Velinov, 2014. "Optimization of Online Visual Merchandising Elements (OVME) on the Basis of Consumer Preferences," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 76-88, April.
    • Handle: RePEc:nwe:eajour:y:2014:i:2:p:76-88
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    References listed on IDEAS

    as
    1. Finn, Adam & Louviere, Jordan J., 1996. "Shopping center image, consideration, and choice: Anchor store contribution," Journal of Business Research, Elsevier, vol. 35(3), pages 241-251, March.
    2. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    3. Neena Sondhi & S.R. Singhvi, 2006. "Gender Influences in Garment Purchase," Global Business Review, International Management Institute, vol. 7(1), pages 57-75, February.
    4. Janice Y. Tsai & Serge Egelman & Lorrie Cranor & Alessandro Acquisti, 2011. "The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study," Information Systems Research, INFORMS, vol. 22(2), pages 254-268, June.
    5. Hristo Katrandjiev & Ivo Velinov, 2014. "Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 84-98, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    customer behavior; OVME; Retail; Merchandising; Conjoint analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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