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Active Participation of E-Consumer: A Qualitative Analysis From Fashion Retailer Perspective

Author

Listed:
  • Carlota Lorenzo-Romero
  • María-Encarnación Andrés-Martínez
  • María Cordente-Rodríguez
  • Miguel à ngel Gómez-Borja

Abstract

This work aims to study the web innovation strategies used by Spanish companies in the fashion and accessories sector, with the specific aim of analyzing co-creation as an innovation strategy so that this link with customers will improve efficiency and effectiveness in decision-making. Qualitative research was carried out through in-depth interviews with Spanish professionals and companies in the fashion and accessories sector. Then, a theoretical model was proposed. This model integrates value co-creation, social networking, participation, engagement, feedback, and other variables. This qualitative analysis has relevant value for the professional sector because there are many papers from consumers’ perspective; however, studies from the retail sector’s perspective are less common in the literature. This study contributes ideas for the strategy of co-participation with clients to improve the activity and management of fashion companies.

Suggested Citation

  • Carlota Lorenzo-Romero & María-Encarnación Andrés-Martínez & María Cordente-Rodríguez & Miguel à ngel Gómez-Borja, 2021. "Active Participation of E-Consumer: A Qualitative Analysis From Fashion Retailer Perspective," SAGE Open, , vol. 11(1), pages 21582440209, January.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:1:p:2158244020979169
    DOI: 10.1177/2158244020979169
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    References listed on IDEAS

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    4. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
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