Experiment on consumer behaviour in fashion E-commerce – experience and insights

Research output: Contribution to conferencePaper, not in proceeding

Abstract

As e-commerce continues to grow, so do the competition and expectations from consumers. To meet these challenges, e-tailers need to become more streamlined and understand the behaviour of their customers. An experiment was performed to gain knowledge about the impact of delivery and returns policies on consumer buying behaviour. Realistic and trustworthy results were generated by using a random sample strategy in performing a real-life experiment with actual consumers and products. Neither fictive products nor fictive consumers were used. This paper shares experiences and insights from conducting this experiment.

Details

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Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Engineering and Technology
  • Other Mechanical Engineering

Keywords

  • Experiment, E-commerce, Retail, Returns Policy, Delivery Policy
Original languageEnglish
Pages1-6
Number of pages6
Publication statusPublished - 2014
Publication categoryResearch
Peer-reviewedYes
Event3rd Nordic Conference on Consumer Research, 2014 - Vaasa, Finland
Duration: 2014 May 212014 May 22
Conference number: 3

Conference

Conference3rd Nordic Conference on Consumer Research, 2014
Abbreviated titleNCCR
CountryFinland
CityVaasa
Period2014/05/212014/05/22

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