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

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Author

Summary, in English

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.

Publishing year

2014

Language

English

Pages

1-6

Document type

Conference paper

Topic

  • Engineering and Technology
  • Other Mechanical Engineering

Keywords

  • Experiment
  • E-commerce
  • Retail
  • Returns Policy
  • Delivery Policy

Conference name

3rd Nordic Conference on Consumer Research, 2014

Conference date

2014-05-21 - 2014-05-22

Conference place

Vaasa, Finland

Status

Published