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Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores

Author

Listed:
  • Hristo Katrandjiev

    (University of National and World Economy, Sofia, Bulgaria)

  • Ivo Velinov

    (Department Business Administration, New Bulgarian University, Sofia, Bulgaria)

Abstract

The paper presents the results of a scientific research project concerning the new emerging academic field of Online merchandising. The study aims to identify, classify, and measure the OVM elements/subelements and it is the first one that generalizes and systematizes on a global basis the groups, the categories, the elements, and the subelements of OVM of apparel online shops. The method of content analysis is applied in the context of randomly selected apparel web stores. The adopted inductive approach in the study reveals 55 subelements which are grouped into 13 elements. These elements form 5 categories. Finally the 5 categories form 2 major groups. The OVM elements/subelements are analyzed and the frequency of usage of each subelement is measured and discussed. Finally, the authors summarize the results and outline the future directions for research.

Suggested Citation

  • Hristo Katrandjiev & Ivo Velinov, 2014. "Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 84-98, January.
    • Handle: RePEc:nwe:eajour:y:2014:i:1:p:84-98
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Hristo Katrandjiev & Ivo Velinov, 2014. "Optimization of Online Visual Merchandising Elements (OVME) on the Basis of Consumer Preferences," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 76-88, April.

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    More about this item

    Keywords

    online merchandising; apparel web store; content analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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