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Auteur Khaoula ZOUAOUI |
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Online visual merchandising and its impact on consumer purchase intent / Khaoula ZOUAOUI / 2020
Titre : Online visual merchandising and its impact on consumer purchase intent : case: cosmetics e-shops Type de document : Mémoire Auteurs : Khaoula ZOUAOUI, Auteur Année de publication : 2020 Importance : 45p. Langues : Anglais (eng) Mots-clés : Management
ACHAT ; CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; INTERNET ; VENTE DIRECTERésumé : Online visual merchandising is the online equivalent of the techniques used in physical outlets to improve the shopping experience.E-merchandising consists in optimizing all the steps leading to the purchase. The purpose of this study is to look into the main factors of online visual merchandising in cosmetics industry affecting the customers. Further, this paper tries to test the influence of these factors on the consumer behaviour. The data collected through survey is analysed using regression analysis in SPSS software to test the main elements affecting the intent to purchase online. The revealed three main factors of online visual merchandising are found to be product presentation , web site grpahics and the easiness of the user interface.In this paper , there is managerial recommendations that can help professional who are working in the cosmetic sector to inscrease the visibility of their website and attract more customers. Programme : MSc Supply Chain Management Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534352
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