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AbstractChapter 1 IntroductionThis chapter starts to describe the background information of this research area which will help to understand the e-commerce environment in fashion industry Next overall statement of the problem purpose of the study research question and its objectives as well as significance of the study and structure of the research paper are also discussed in this chapter Background to the studyAs rapid growth continues between global market in electronic commerce business is also gaining some competitive advantages from new technology Lee and Lin 2005 One example is online shopping stores The number of customers making use of online shopping channels is increasing In the past decade online commerce has become a vital avenue for fashion shopping The online commerce of fashion brands not only provides many opportunities for customers to shop has also increased the awareness of fashion brands among consumers Bidgoll 2004 Ever more fashion retailers have begun using websites and social media to attract the interests of consumers and to construct relationships with potential target markets According to Edwards 2013 some clients have changed their shopping behaviour from going to an actual store to using virtual platforms such as eBay Yahoo and Amazon Consumers have begun to change the ways in which they shop by switching to online platforms in this way they can compare the same product or service offered by more than one retailer thereby meeting their needs completely Online shopping enhances consumer purchase flexibility and convenience but also boosts a retailers competitiveness Lee and Kim 2008 Retailers need to understand the shopping behaviour of consumers in order to enhance shoppers satisfaction with the retailers website New technology and social media has led to significant competition among online shopping platforms and between different fashion brands In Taiwan in line with global trends the e-commerce market is expected to grow to an estimated NT 1 trillion USD 337 billion by 2015 accounting for over 50 of traditional retail channels
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