Components of apparel e-retailers websites: differences in the components of apparel e-retailers websites and their relationship to online purchase (part II)

Abstract

The second part of this paper examines whether the constituent components of apparel e-retailers Websites differ and if there is any correlation between the components of apparel e-retailers‘ Websites and the number of purchases via the site. The survey included 17 top performing UK apparel e-retailers, with different operational structure, namely multiples, catalogues, department stores and pure play e-retailers. The Website components were analysed according to four aspects: product information, product display, customer services offered and the ease of navigation. A principle components analysis revealed differences in components among online multiples, online catalogues and pure plays. A chi-square test showed that the most significant differences were in product information and display. However, the components of the Website were not related to the number of purchases on that site. Therefore, the study indicated that e-retailers need to consider aspects other than Website content in order to gain market share.