Comparative study: Effect of digital storefront design on consumer buying behaviour

By: Contributor(s): Material type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management 2024Description: 15 p. : ill. ; includes referenceSubject(s): DDC classification:
  • SP2024/3885 SP003885
Summary: This study tries to explore design aspects of fashion e-commerce platforms that influence consumer attention and engagement. Based on the case of two digital platforms, namely AJIO and Myntra, this research explores how design affordances such as product descriptions, navigation features, visual aesthetics, and promotional strategies impact consumer purchase process and experience. The study investigates whether employing these design elements would influence consumer behavior and translates them into patterns or correlations through an eye-tracking study conducted with individuals aged 18–30. The results are anticipated to offer guidelines for the design of digital storefronts that improve the consumer shopping journey.
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Student Project Vikram Sarabhai Library Reference Students Project SP2024/3885 (Browse shelf(Opens below)) e-Book - Digital Access SP003885

Submitted by Kalpana Mahala
Muskan Aggarwal

This study tries to explore design aspects of fashion e-commerce platforms that influence consumer attention and engagement. Based on the case of two digital platforms, namely AJIO and Myntra, this research explores how design affordances such as product descriptions, navigation features, visual aesthetics, and promotional strategies impact consumer purchase process and experience. The study investigates whether employing these design elements would influence consumer behavior and translates them into patterns or correlations through an eye-tracking study conducted with individuals aged 18–30. The results are anticipated to offer guidelines for the design of digital storefronts that improve the consumer shopping journey.

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