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| Author: | Nitse, P. S. (et al.) |
| Title: | The impact of color in the e-commerce marketing of fashions: an exploratory study |
| Journal: | European Journal of Marketing
2004 : VOL. 38:7, p. 898-915 |
| Index terms: | Electronic commerce Internet Fashions industry Marketing management USA |
| Language: | eng |
| Abstract: | This research reports the findings of a survey conducted as part of an initial investigation into consumer options about fashion merchandise purchasing over the Internet. Results indicate that companies are losing customers and sales as a result of having colors on e-commerce sites that do not accurately represent the actual colors of the products being sold. Increased dissatisfaction on the part of consumers leads to greater costs in both customer service and reverse logistics. |
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