An Exploratory Approach Towards Fashion E-tail

  • Carolina BozziEmail author
  • Marco Neves
  • Claudia Mont’Alvão
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1253)


This paper is part of a broader study of which the objective is to investigate, map, and discuss the UX throughout the consumer journey when buying apparel online. Clothes possess some characteristics best explored by touch, but this is not possible in online shopping. Consumers are expected to make decisions based on product presentations composed mainly of visual and textual descriptions. In this paper we intend to discuss users’ views towards online shopping and to do so, we have chosen an exploratory approach as our first practical step and conducted exploratory interviews with 24 women, in Portugal, to understand their feelings towards buying clothes online. In a previous study, we conducted exploratory interviews with 19 people in Brazil. We drew a parallel between the two sets of interviews to find differences and similarities.


Design UX E-commerce Apparel Human-centered design 


  1. 1.
    Reagan, C.: That sweater you don’t like is a trillion-dollar problem for retailers. These companies want to fix it. (2019). Accessed 8 Mar 2020
  2. 2.
    Weathers, D., Sharma, S., Wood, S.L.: Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. J. Retail. 83, 393–401 (2007)CrossRefGoogle Scholar
  3. 3.
    Flavián, C., Gurrea, R., Orús, C.: The effect of product presentation mode on the perceived content and continent quality of web sites. Online Inf. Rev. 33(6), 1103–1128 (2009)CrossRefGoogle Scholar
  4. 4.
    Blanco, C.F., Sarasa, R.G., Sanclemente, C.O.: Effects of visual and textual information in online product presentations: looking for the best combination in website design. Eur. J. Inf. Syst. 19(6), 668–686 (2010)CrossRefGoogle Scholar
  5. 5.
    Wang, Q., Dai, Y.: The influence of online product presentation and seller reputation on the consumers’ purchase intention across different involvement products. In: Proceedings of the Pacific Asia Conference on Information Systems, PACIS 2013 (2013)Google Scholar
  6. 6.
    Yi, W., Chen, C., Chen, J., Liu, H.: The effects of online product presentations on purchase intention. Technol. Econ. Dev. Econ. 24(5), 2045–2064 (2018)CrossRefGoogle Scholar
  7. 7.
    Li, M., Wei, K.K., Tayi, G.K., Tan, C.H.: The moderating role of information load on online product presentation. Inf. Manag. 53(4), 467–480 (2015).
  8. 8.
    MacInnis, D.J., Price, L.L.: The role of imagery in information processing: review and extensions. J. Consum. Res. 13(4), 473 (1987)CrossRefGoogle Scholar
  9. 9.
    Lutz, K.A., Lutz, R.J.: Imagery-eliciting strategies: review and implications of research. Adv. Consum. Res. 5, 611–620 (1978)Google Scholar
  10. 10.
    Schwarz, N.: Feelings as information: informational and motivational functions of affective states. In: Higgins, E.T., Sorrentino, R.M., (eds.) Handbook of Motivation and Cognition, pp. 527–561. The Guilford Press, New York (1990)Google Scholar
  11. 11.
    Schwanenflugel, P.J., Harnishfeger, K.K., Stowe, R.W.: Context availability and lexical decisions for abstract and concrete words. J. Mem. Lang. 27, 499 (1988)CrossRefGoogle Scholar
  12. 12.
    Walters, G., Sparks, B., Herington, C.: The effectiveness of print advertising stimuli in evoking elaborate consumption visions for potential travelers. J. Travel. Res. 46, 24–34 (2007)CrossRefGoogle Scholar
  13. 13.
    Nowlis, S.M., Mandel, N., McCabe, D.B.: The effect of a delay between choice and consumption on consumption enjoyment. J. Consum. Res. 31, 502–510 (2004)CrossRefGoogle Scholar
  14. 14.
    Flavián, C., Gurrea, R., Orús, C.: The influence of online product presentation videos on persuasion and purchase channel preference: the role of imagery fluency and need for touch. Telemat. Inform. 34, 1544–1556 (2017)CrossRefGoogle Scholar
  15. 15.
    Yoo, J., Kim, M.: The effects of online product presentation on consumer responses: A mental imagery perspective. J. Bus. Res. 67(11), 2464–2472 (2014). Scholar
  16. 16.
    Armstrong, G., Kotler, P.: Marketing: an introduction. In: 12th Globa. Essex, Pearson (2015). 672 pGoogle Scholar
  17. 17.
    Peck, J., Childers, T.L.: Individual differences in haptic information processing: the “need for touch” Scale. J. Consum. Res. 30, 430–442 (2003)CrossRefGoogle Scholar
  18. 18.
    Gasson, S.: Human-centered vs. user-centered approaches to information system design. J. Inf. Technol. Theory Appl. 5(2), 29–46 (2003)Google Scholar
  19. 19.
    Mason, A.M., De Klerk, H.M., Sommervile, J., Ashdown, S.P.: Consumers’ knowledge on sizing and fit issues: a solution to successful apparel selection in developing countries. Int. J. Consum. Stud. 32, 276–284 (2008)CrossRefGoogle Scholar
  20. 20.
    Wood, D.J.: Corporate social performance revisited. Acad. Manag. Rev. 16, 691–718 (1991)CrossRefGoogle Scholar
  21. 21.
    Bardin, L.: Análise de conteúdo. In: 1st ed. São Paulo: Edições 70 (2011)Google Scholar
  22. 22.
    Petrova, P.K., Cialdini, R.B.: Evoking the imagination as a strategy of influence. In: Handbook of Consumer Psychology (2015)Google Scholar
  23. 23.
    Bozzi, C., Mont’Alvão, C.: E-Commerce Em Interfaces Digitais: Identificando Problemas Ergonomicos. In: Anais do 16° USIHC – Congresso Internacional de Ergonomia e Usabilidade de Interfaces Humano Computador. Florianópolis (2017)Google Scholar
  24. 24.
    Bedford, A.: Trustworthiness in Web Design: 4 Credibility Factors. Nielsen Norman Group (NN/g) (2016).
  25. 25.
    Rao, A.R., Qu, L., Ruekert, R.W.: Signaling unobservable product quality through a brand ally. J. Mark. Res. 36, 258–268 (1999)CrossRefGoogle Scholar
  26. 26.
    Sion, L.: Delivery in the age of Amazon. Bringg Delivery Technologies Ltd., Israel (2019)Google Scholar

Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

Authors and Affiliations

  • Carolina Bozzi
    • 1
    Email author
  • Marco Neves
    • 1
  • Claudia Mont’Alvão
    • 2
  1. 1.Centro de Investigação em Arquitetura, Urbanismo e Design, Faculdade de ArquiteturaUniversidade de LisboaLisbonPortugal
  2. 2.PUC-Rio | LEUIRio de JaneiroBrazil

Personalised recommendations