| dc.description.abstract | Online visual merchandising (OVM) in the context of online shopping is known as the appropriateness in the arrangement of products on the Internet, including images and causes that stimulate the purchasing of customers, thereby increasing sales and bring other great benefits to sellers (Xiaofen Ji Chen Pang, 2006). Having such important impacts but OVM is still a new array and has not attracted much attention to a current business organizations, especially in the field required a focusing on displaying goods like fashion industry.
Therefore, this research paper was designed to study the elements of OVM to promote all essential elements affect the purchasing of potential target customer in fashion industry nowadays. A number of OVM specific elements will be chosen to investigate in this study based on the group of objects that the study will be conducted. The results of the study will be used as a practical tool to help to increase the quality of current OVM of fashion business, improve the quality of customers experience towards online shopping context then wish to increase the quality of fashion brand as well as sale revenues.
The paper was built entirely based on quantitative methods by re-applying the researchers' assumptions in the development of literature review nor questionnaires and then adjusted and distribute the survey to each target respondents to avoid bias. The survey was distributed in the form of online transmission and hard copy version depended on the target audience and collected more than 309 comments from this target group. The results of the study showed that 7 out of 8 elements from the three main elements of the OVM include: product presentation (PP), product technique (PT), design (D), navigation and search engine (NS), signage (S), and aesthetics (A) have implications positively and indirectly to the IB intend of young customers in this fashion field.
The results of the study is used to improve the knowledge of business from the current situation of the display of online products of fashion brands from target customer’s views, thus giving advices to help fashion firms overcome weaknesses, discovering the potential risks in the brand downs times. Besides emphasizing the important elements of presenting products on social networks so that fashion companies continue to enhance their weakness, increase their strengths and soon become a pioneering as well as inspiring apparel brand in the current online business trend. | en_US |
