Porter's Five Forces in the era of mobile communication technologies 5.1 The Threat of Entry of New Competitors 5.2 The Bargaining Power of Buyers 5.3 The Bargaining Power of Suppliers 5.4 The Intensity of Competitive Rivalry 5.5 The Threat of Substitute Products or Services Emergence of Omni-channel retailing 6.1 History and Growth of Online retailing 6.2 Development of Online Retailing 6.3 Omni-channel development 6.3.1 Pureplay 6.3.2 Bricks and Clicks 6.3.3 Multichannel 6.3.4 Omni-channel 6.4 Towards a Definition of Omni-Channel Retailing 6.4.1 Simultaneous Channel Usage 6.4.2 Connectedness 6.4.3 Single View of the Customer 6.4.4 Seamlessness 6.4.5 Consistency Profiling the modern day Consumer behavior 7.1 Channel switching 7.2 Researching online 7.3 Browsing 7.4 Channel adoption 7.5 Composite Channel Usage 7.5.

PurposeThe purpose of this paper is to identify the web experience elements that aid the interaction between the consumer and fashion garments online. Two elements have been identified, product viewing and fashion information online, and analysis of the effects of these elements and the influence they have on consumers’ behaviour and decision‐making process are explored.Design/methodology/approachQualitative data collection was employed utilising both photo‐elicitation and projective techniques during in‐depth interviews. Analysis of the elements is necessary to confirm how the cues are likely to affect the consumers’ interaction and influence the consumers’ shopping experience. Focus is placed on hedonic and utilitarian effects and purchase intentions towards fashion apparel investigating young consumers in reference to online retailing.FindingsIt is evident from the interviews that the two elements create very different experiences for the consumer with regards to viewing fashion online, the first area identified functional product viewing, allows the consumer to personalise how they view and interact with the garment stimulating more utilitarian effects, whilst the second area, aesthetic fashion information is driven by the retailer providing advice and information about the garments stimulating hedonic effects. Online fashion retailers must sufficiently intertwine hedonic entertainment with practical utilitarianism to provide a satisfying online shopping experience.Originality/valueThis research provides an examination into the complex area of interaction with garments online and its link to fashion‐related consumer behaviour. This study makes an important contribution to the literature to date, and raises additional questions for future research.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Whilst some may argue that e-commerce design literature can be applied to the designing of mobile commerce channels, it is an assumption that may come at the expense of the retailer. The purpose of this paper is to identify which marketing design elements could be integrated within a retailer's mobile strategy and suggest the importance of empirical testing. An academic or practitioner must primarily understand the abundance of marketing tools that can be integrated into a mobile strategy before they can begin to investigate the consumer effects. Design/methodology/approach -A literature review of online and mobile design elements is undertaken, in order to develop and illustrate a holistic framework of stimuli for commercial and academic appreciation. Although literature regarding the variety of marketing design elements online is profuse, a holistic framework currently does not exist, an absence that this paper fulfils. Findings -The paper collates and identifies 18 individual marketing design stimuli classified within four stimulus categories relating to their purpose and form. Originality/value -Literature concerning e-commerce design and strategy is currently prevalent; however, due to the immaturity of mobile commerce, literature is deficient concerning the strategic design and implications of mobile applications. Although £68.2 billion was spent online in 2011, mobile commerce sales represented less than 5 per cent, highlighting an immediate requirement for research into how such sales could be improved.

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PurposeThis paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.Design/methodology/approachThematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.FindingsThree major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.Originality/valueThis is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.