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Component |
Items |
Labels |
Website/Blogs |
IMCP1 |
"Fashion Brand's website is the prime source of information for the brand.” |
IMCP2 |
"Interactive fashion websites are more appealing than plain text.” |
|
IMCP3 |
"You consider content on blogs as important source of information for fashion brands.” |
|
IMCP4 |
"Content on blogs is relatable, real and consistent.” |
|
IMCP5 |
"Discussions on blog posts are worthy of a look.” |
|
Advertisements |
IMCP6 |
"Advertisements appearing on search engine's (Google/Yahoo/Bing) result page for your typed fashion query are appropriate.” |
IMCP7 |
"Display advertisement of fashion products attracts your attention.” |
|
IMCP8 |
"Advertisement being sponsored or non-sponsored does not affect your buying process.” |
|
Social Media |
IMCP9 |
"Browsing through Facebook official fashion brand's pages gives you information about the brand.” |
IMCP10 |
"Twitter tweets and mentions keep you updated with news from the fashion industry.” |
|
IMCP11 |
"Instagram post relates you to fashion brand's updates and trends.” |
|
IMCP12 |
"Snapchat short stories by fashion brands are engaging.” |
|
IMCP13 |
"Websites like Pinterest and Roposso provides you valuable info related to fashion brands.” |
|
IMCP14 |
"Video post by fashion brands (Youtube/Vimeo/Vine) enriches your experience with the brand.” |
|
IMCP15 |
"Videos by fashion brands give a realistic product view of the brand's product.” |
|
Forums and Groups |
IMCP16 |
"Positive word of mouth from peers elevates your likelihood towards a fashion brand.” |
IMCP17 |
"Online feedbacks and reviews for fashion brand are influence able.” |
|
IMCP18 |
"Celebrity endorsement by fashion brand makes it more relatable to the audience.” |
|
Mobile |
IMCP19 |
"Fashion Brand's mobile apps keep you in continuous touch with the brand.” |
IMCP20 |
"Buying process through a mobile app is more convenient and simpler.” |
|
IMCP21 |
"Advertisements on play store or ios store catch your eyes.” |
|
IMCP22 |
"Browsing fashion through mobile phones or tablets is convenient and comfortable.” |
|
Customer Service |
IMCP23 |
"Contact us section/tab should be easily navigable.” |
IMCP24 |
"Live Chat option on fashion brand's website makes the buying process convenient.” |
|
Product Information |
IMCP25 |
"You look at detailed description of the product and quality/fabric of the material while considering a fashion brand.” |
IMCP26 |
"Presence of appropriate size chart impacts your purchasing process.” |
|
IMCP27 |
"360 degree video of the product makes your selection stronger.” |
|
IMCP28 |
"Appropriate resolution of images and 4X Zoom features are useful in understanding the details.” |
|
Virtual Mirror |
IMCP29 |
"Virtual mirror on fashion website provides you the exact fit and look to great extent.” |
IMCP30 |
"3D Imaging and Virtual Mirror reduces the chances of returns/refunds.” |
|
IMCP31 |
"Virtual mirror reduces the evaluation time during your buying process.” |
|
Payments |
IMCP32 |
"You consider secured payment gateways and options for using all types of cards/e-wallets while purchasing fashion products.” |
IMCP33 |
"Option of cash on delivery effects your purchase decision.” |
|
IMCP34 |
"Convenient Return/Refund policies of fashion brands ease out the decision process.” |
|
Communication |
IMCP35 |
"Informative emails by fashion brands (Tips/Styles/Trends) create a positive brand image.” |
IMCP36 |
"Discounts and offers in emails attract your attention.” |
|
IMCP37 |
"Asking for feedback on the product/ rating your experience make you considerate of the fashion brand.” |
|
Loyalty |
IMCP38 |
"Post purchase loyalty benefits - memberships/points are welcomed by you.” |
IMCP39 |
"Emails create top of mind recall for the fashion brand.” |
|
IMCP40 |
"SMS/Whatsapp notification by fashion brands drives your loyalty towards the brand.” |
The survey was posted on the site - surveymonkey.com. The link to the survey was then constantly shared on social networking sites - Facebook, Instagram, Twitter, Whatsapp Groups during the span of 3 months (September'2016 to November'2016). Emails were sent to people to respond to the survey link. Respondents were regular online shoppers selected through convenience sampling. Facebook Fan Pages were approached to share the survey. Those who filled the survey were then encouraged to circulate it further with their friends, family and colleagues. A total of 437 surveys were collected, out of which 378 were completely filled usable surveys.
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