Consumer attitudes towards varity of choice in fashion e-tailing
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Online fashion retailing is a burgeoning industry and new theories suggest online retailers could profit from catering to a longer tail of tastes. On the other hand, research shows that too much variety of products can be overwhelming to consumers. Based on this, it is essential for retailers to ask themselves if they should go for “the more, the merrier” or “less is more” when thinking of retail assortment. In order to properly understand the online fashion consumer, other theories such as the social aspect of consumption and the concept of flow were used in sketching the theoretical framework of this thesis. The current study focuses on consumers’ perception of variety of choice on e-tailing fashion shops. Although there is sufficient existing research on the advantages and disadvantages of variety in retailing, there is no study on the how variety of choice on fashion online shops is perceived by consumers. Implications for the retailing industry are made at the end of the study.
Place, publisher, year, edition, pages
choice, variety, assortment, retail strategy, long tail, fashion retailing, consumer behaviour, decision-making, regret, ecommerce, overchoice, flow
Economics and Business
IdentifiersURN: urn:nbn:se:hb:diva-242OAI: oai:DiVA.org:hb-242DiVA: diva2:825641
Subject / course