The purpose of the research proposal is to lay out a foundation for carrying out the actual research and explaining the basic steps that will be used in the research. It identifies the internet experience elements that facilitate interaction between the customer and fashion garments in an online forum. Many researchers stipulate that the online experience is the best in terms of fashion and garments. Online marketing is designed in a way that it creates a gripping and influential experience (Mccornic and Charlotte 21). The main hypothesis for the study is to investigate the factors that control online purchasing behavior among people aged between 18 and 26 years of age. The principle of the research is to identify some of the web experiences that influence or motivate the online purchasing of fashion garments among young people. Subsequently, the study aims at performing a historical analysis of past research done by other investigators in a bid to understand and explain some of the factors revealed (Hoffman et al 80).The research identifies three elements, which include product viewing, delivery and fashion information online (Mccornic and Charlotte 21). These three factors influence the online experience for young consumers and motivate them to buy items online. As a marker or entrepreneur, the study personally helps in identifying and critically analyzing the factors, which help in enhancing online marketing skills. Marketing aids in product promotion and advertising. As an entrepreneur, appreciating some of the aspects aids in gaining information that enhances one’s business related information. For that reason, the project is very significant both professionally and to some extent personally. However, the research features a few limitations. The research only identifies and focuses on three factors (Park and Young-Gul 16). It limits the scope of online purchasing experiences among the youths. In the light of the previous limitation, the second drawback lies on the fact that the research only targets a particular group; therefore, the data provided is not comprehensive leading to inconclusive information. In the field of business, the investigation helps in pinpointing some of the necessary factors fundamental in trading and entrepreneurship.Information about the three factors aids in identifying a number of the strengths, precincts and limitations of online fashion promotion. Through the study
Hoffman, D. L., Novak, T. P., & Peralta, M. “Building Consumer‘s Trust Online”.
Communication of the ACM, 42. 4 (1999): 80-85.
Mccormic, Helen, and Charlotte Livett “analysing the influence of the presentation of fashion
garments on young consumers’ online behaviour.” Journal of fashion marketing and
management 16.1 (2012). 21-41. Print.
Park, Chung-Hoon, and Young-Gul Kim. “identifying key factors affecting consumer purchase
behaviour in an online shopping context.” International Journal of Retail & Distribution
Management 31.1 (2003). 16-29). Print.
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