Enhancing User Experience in Fashion m-Retail: Mapping Shopping User Journey Using Google Analytics, Eye Tracking Technology and Retrospective Think Aloud Interview

IF 0.7 4区 社会学 0 HUMANITIES, MULTIDISCIPLINARY Fashion Practice-The Journal of Design Creative Process & the Fashion Industry Pub Date : 2022-09-02 DOI:10.1080/17569370.2022.2129466
Zofija Tupikovskaja-Omovie
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Abstract

Abstract With increased mobile traffic to fashion retailers’ websites, conversion rates are lower than for desktop users. Mobile consumers more readily abandon retailers if not satisfied with their shopping experience. There is a dearth of literature involving Google Analytics to analyze digital consumer shopping behavior and customer journeys. Retailers need to innovate the ways they approach the vast amount of digital analytics data. This research highlights the need for continuous auditing of Google Analytics data to ensure retailers understand the behavior of their mobile consumers and respond to their needs accordingly. A multi-method research design incorporated mobile fashion consumer data from Google Analytics, innovative mobile eye tracking technology and retrospective think aloud. A comparison of consumer shopping journeys showed that a Digital User Journey Mapping Framework based on eye tracking data can be used to audit Google Analytics datasets and to understand what elements of the fashion retailer’s website consumers prefer to interact with. Retrospective think aloud interviews complementing eye tracking experiments define how digital user experience can be improved in fashion m-retail. The shopping journey map framework can be used for mobile fashion consumer behavior analysis, auditing Google Analytics datasets and enhancing digital user experience.
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增强时尚移动零售的用户体验:使用谷歌分析、眼动追踪技术和回顾性思考访谈绘制购物用户旅程
随着手机流量的增加,时尚零售商网站的转化率低于桌面用户。如果移动消费者对购物体验不满意,他们更容易放弃零售商。使用谷歌分析来分析数字消费者购物行为和顾客旅程的文献很少。零售商需要创新处理海量数字分析数据的方式。这项研究强调了对Google Analytics数据进行持续审计的必要性,以确保零售商了解其移动消费者的行为并相应地响应他们的需求。一项多方法研究设计结合了来自谷歌分析的移动时尚消费者数据,创新的移动眼动追踪技术和回顾性思考出声。对消费者购物旅程的比较表明,基于眼动追踪数据的数字用户旅程地图框架可以用来审计谷歌分析数据集,并了解消费者更喜欢与时尚零售商网站的哪些元素互动。回顾性的大声思考访谈与眼动追踪实验相辅相成,定义了如何改善时尚移动零售的数字用户体验。购物旅程地图框架可用于移动时尚消费者行为分析,审计谷歌分析数据集和增强数字用户体验。
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来源期刊
CiteScore
2.20
自引率
9.10%
发文量
14
期刊介绍: Fashion Practice fills this major gap by providing a much-needed forum for topics ranging from design theory to the impact of technology, economics and industry on fashion practice. Interdisciplinary and wide ranging, Fashion Practice addresses the entire business of fashion, including: innovation in fashion design and practice sustainability and ethics within the industry micro- and nano-technologies within the fashion context “smart” textiles and digital fashion materials, design, concepts and process fashion consumption and production from retail/e-tail to performance fashion new developments in fashion and clothing retail.
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