Chapter 1: Introduction

With more than a 40% of the total population on earth, rise of Internet users is unprecedented (McCarthy, 2014). Undeniably, it has become the essential component of
peoples’ everyday lives for socialising and businesses (Bughin et al., 2011). Along with Internet technological innovation like social networking services and
smartphone applications, it has “presented a phenomenal marketing opportunity” for businesses to utilise Internet as a new advertising and retail channel (brick and
clicks), moreover it has shaped a new breed of ‘pure play’ Internet retailers, also referred as e-tilers (e.g. Amazon and Net-a-Porter) (Doherty and Ellis Chadwick,
2010). It was obvious that the Internet had benefit both consumers and businesses: the capability of global reach and the ability of getting and receiving information
easily, also remove the geographical and physical boundaries which enables communication to be more flexible and efficient. However for pure play Internet retailers,
the key benefits they get is cost efficient and relatively easy to maintenance compare to brick and motor stores (Doherty and Ellis-Chadwick, 2010). Electronic
intermediaries like Google and Yahoo have also impacted on both consumers and retailers positively, supporting consumers basic needs as well as market functions such
as search, finding better options, and evaluation, purchased and post purchased activities also provide valuable data for businesses to have an insight of customer
profile and their behaviour (Doherty and Ellis-Chadwick, 2010).
Many years into the era of online retailing, consumers have adopted Internet as a vital shopping medium and communication channel (Hill and Beatty, 2011; Kim and
Forsythe, 2010). Nowadays, more consumers are willing to engage in online retailing interactions (Chiu et al., 2012). According to the Euro Stat (2014), more than 66%
of individuals in the United Kingdom have previously purchased online, a 6% growth compare to 2012. The study also indicated UK has the highest number of online
shoppers among those 28 Europe countries. In US, more than 69% of adults reported they have purchased online with a 27% regular online shoppers (Enright, 2015;
Leberman, 2015). The information economy report (2015) conducted by the United Nations Conference on Trade and Development predicted that online shoppers would
increase from 1.1 billion to 1.6 billion in 2018. Marketing professor Paul Herr stated in Virginia Tech News (2015) the Internet has change the way consumers behave in
terms of communication, information process and purchase decision-making. In addition, trust has become a major issue between online retailers and consumers, due to
the intangibility of Internet; consumers may take the risk of product quality uncertainty, payment security, personal data abuse and the risk of unreliable word-of-
mouth, when these aspects were performed badly will lead to a negative consumer experience and impact on consumer buying intentions (Vos et al., 2014). Consumer
behaviour can also be affect by factors such as culture and income level, and yet seen to be more distinct when comparing with two different consumer groups
geographically.
Customer experiences have been recognized as the most important factor of online success (Panda and Swar, 2013). With a growing number of web users and online
shoppers, the online shopping environment become crucial for businesses in order to attract, and retain customers, especially for pure Internet retailers as the web is
the only channel for both consumers and businesses to interact. Customer experience can be defined as a subjective response or feelings that consumers come across
after having any direct or indirect contact with businesses, it is a ‘takeaway impression’ that determine the future relationship between consumers and businesses
(Rose et al., 2012). Virtual or web experience is a newcomer of customer experiences caused by the shift of physical marketplace to virtual marketplace (Doherty and
Ellis-Chadwick, 2010; Dobrowolski et al., 2014). Previous researches like Constantinides (2004) and Tan & Wei (2006) had indicated that a well designed and structured
website will create a more compelling online experiences for web users and positive impacts for online retailers. More recent studies have also pointed out that an
effective and efficient website can lead to competitive advantage for online retailers (Piyathasanan et al., 2014; Lim, 2014). Indeed in an online environment, the web
is where consumers generate their first impression of the business, if potential customers experience difficulties when visiting the website which indicates poor
online shopping experiences, there is a high possibility of customer changing to alternatives or customer loss even they are interested or have the intention to
purchase. In order to survive in this fast expanding and competitive virtual marketplace, businesses are necessary to understand the online shopping behaviour and the
factors affecting their online experiences, to provide a customer oriented and superb online experience for web users (Panda and Swar, 2013).
This research have chose a pure online retailer YesStyle as the case study and seeks to identify and understand the key reason why and how their online experiences
affect their decision on purchase, map pit the behaviour of online shoppers and help YesStyle gain loyal customers. Although there are many studies on online
experiences influence consumer decision-making, however there are limited numbers of researches on comparing two different countries, therefore this research has
chosen two different countries from the East and West, Hong Kong and United Kingdom.
1.1 About YesStyle
YesStyle is fashion division or known as the sister company of internet retailer YesAsia that sells Asia entertaining products like CDs and video games, where YesStyle
sells fashion apparel and beauty products sourced from Korea, Japan, China, Taiwan, and Hong Kong. YesStyle was launched in 2006 with its headquarters on Hong Kong
and regional offices in Korea and Japan. Their mission is “to provide customers with an exciting shopping experience, superior service and a fine selection of
affordable, high quality fashion and lifestyle products”. YesStyle key target regions include Hong Kong, United Kingdom, Canada, United States and Australia, however
YesStyle is able to ship worldwide.

1.2 Aim of Research
Online retailing has grown rapidly in recent years and the shift of empowerment from the marketer to consumers has started since the dawn of the Internet (Labrecque et
al., 2013). Moverover, most online retailers tend to invest extensive resources to improve their web site s to enhance customers’ experiences with their online stores.
However Luo, Ba and Zhang (2012) also indicated that there are still many customers who have unsatisfied online purchase experiences. Therefore, examining the
effectiveness of their investment in improving consumers’ experiences and online shopping behaviours is important to online retailers. In this customer-orientated
market, more research is needed to better understand what customer wants and needs, response to consumer’s demand and analyse factors affecting their purchase
intentions over the internet, in order to increase customer spending as well as attract and retain customers. The research has chosen a pure internet retailer YesStyle
as particular reference, aim to understand why consumers shop online for fashion products, moreover investigate and critically analyse the factors that affect
consumers’ shopping experiences within two selected countries. Given this aim, the present research has the following objectives:
1. To analyse and discuss the relationship between the online consumer behaviour and online experience
2. Analyse the importance of web based factors for internet retailers
3. Examine to what extend each factors affect YesStyle’s shopper from purchasing on YesStyle
4. To study how online experience affect consumer purchase decision
By completing those objectives we would be able to come up a conclusion of how consumer purchase decision is affected by web experience.

1.4 Research Significance
The research is of significance as it attempts to understand the consumer behaviour of YesStyle shoppers and allow YesStyle to have a better insight of customers’
online buying habits within two selected countries in order to help YesStyle attract more new customers and retain the existing. By comparing consumers in two
different countries, the search will demonstrate differences and similarities between and allow YesStyle to altering and improve its website effectively so as to
fulfil expectations and needs suitably in two countries with distinctive culture.

1.5 Chapter Outline
In chapter 2, researcher is going to have a background study of internet retailing, then to explore and examine previous publication and identify factors that
affecting consumer purchase decision. After having a base of knowledge, in chapter 3 we will discuss the method research will use in this study and provide the
structure of data collection method. Following with generating data and analysing it, chapter 4 is the result section where the researcher will present the result.
Chapter 5 is the conclusion and recommendations research give to YesStyle, in order to assist them to deliver a superior online experiences and lead to positive
consumer purchase intention.

Chapter 2: Literature Review
Internet along with rapid advancing technologies has profoundly changed the way in which people conduct their business activities. Online shopping has provided
researchers with a rich set of questions and wealth of new information on consumer behaviour and their decision-making (Verma and Jain, 2015). In this chapter, the
researched reviewed and analysed a large amount of previous studies within the fields of Internet retailing, online shopping experience, online buying behaviour and
consumer decision-making models. The researcher is attempting to focus on identifying Internet based factors that influences the consumers’ web experiences regarding
on shopping for fashion related products. Moreover explore where and how those factors fit in to the consumer decision-making process in the latter part of the
chapter.

2.1 E-commerce and Internet retailing
E-commerce refers to the communication of web-based technologies and the use of Internet between business partners, customers and retailer through the Internet
involving transactional process of goods and services between commercial units and individuals (JP, 2014, Nemat, 2011). Online/Internet retailing, also known as e-
tailing, is a type of business to consumer (B2C) e-commerce activity.
Ever since Internet and relevant information and communication technologies appear such as social networking service and smartphones, it has shortly affected the world
in a very short time in terms of how people communicate and get information. The potential of the Internet as a communication channel has been seen as a tool and a
role as obviously with opportunities of global reach, ease in accessibility, enhanced interactivity, flexibility and speed, ability to communicate large amount of
information, cost efficiency and ease of maintenance and lead to the existence of the electronic commerce (e-commerce) phenomenon (Doherty & Ellis-Chadwick 2010).
With the given benefits above, there are more and more brick and motor retailers had integrate their physical store with the Internet to a click and brick businesses
and became a multi-channel retailers or may even enter the cross border commerce, in order to reach a wider customer base (Herhausen et al., 2015). Since the online
retailers keep expanding to new locations while the physical retailers are trying to enter into these new markets via the channel of e-commerce, worldwide online
retail sales increased more than 20% to almost $840 billion in 2014 (The Global Retail E-Commerce Index, 2015). According to eMarketer (2014) China and United Kingdom
has become the largest e-commerce markets followed United States. The 2015 Global Retail E-Commerce Index also indicated that China has a 86.1 growth potential,
considering a relatively high rate.
2.1.1 Pure-play Internet retailers
Apart from multi-channel retailers (brick and click), there is another relatively new type of online retailing, the pure-play Internet retailers, also known as pure
click (Doherty & Ellis-Chadwick 2010). The obvious differences between the two is where pure play e-tailers only sells products or services through the Internet and do
not carry any physical inventory and a physical store. Therefore the website is the full presentation of the store and only way for pure-play e-tailers to show their
services and products as well as purchase and communicate with consumers (Malik and Guptha, 2013). The online environment then becomes extraordinary important. One
fundamental disadvantage of pure-play e-tailing, especially regarding on the online fashion sector, there are no direct interactions with company personnel and “the
lack of tactility and experience a consumer can have with a product prior to purchase”. Since 2010, pure-play retailers have been the most successful in ecommerce for
fashion over the last decade, with a 12% growing rate however, it is slowing down due to the increase trend of click and collect market which have increase over 56%
within the first 2 quarters of 2015 (Drapers, 2014).
Since 2000, the global online retail sales has grown from USD236 billion in 2007 to USD 521 billion in 2012, which is a 17% increase for each year (A.T. Kearney,
2013). The 2015 Global Retail E-Commerce Index has shown that electronics, home applicants and home furnishing has remain the top categories of e-commerce however
fashion and apparel has a 76% global average of purchasing online, only 1% down by electronics. In another report, online fashion sales were shown increase every year
and indicated that more consumers now shop through online channels

2.2 Online shopping
The development of the Internet has increased the number of online shopping activities (Hill and Beatty, 2011). Online consumer are always seeking for new, attractive
and price competitive products and the Internet has allow businesses and consumers gathers in one place, provided new ways and channels for businesses to promote and
advertise, on the other hand, consumers are able to search and compare product information or price. The Internet also provided tremendous convenience for consumers,
apart from buying anywhere anytime consumers are able to avoid the crowed and queue, which are the top influencer of customer purchase in store (Lu et al., 2012).
However apart from those benefits for consumers to shop online, consumers may also have perceived risk due to the intangibility before purchased, which will be future
discussed.
According to the Nielsen Global E-commerce Report (2014) age from 21-34, also know as millennial are the largest group of consumers who will browse and buy online.
Furthermore, with another report indicated the most popular age group are 16 to 24 with 76% and 25 to 34 with 80% (Mintel, 2015). The report further stated clothing
and footwear are now the most purchased item online, with every ten consumers seven would buy clothes or shoes online.
2.2.1 Internet-based interactivity
As the online shopping is a shopping activity that is undertaken by a consumer though the web and machinery-based interface, Hoffman and Novak (1996) has pointed out
the differences between interactivity among person and interactivity among machines by utilizing the Internet.
Machine interactivity: Machine interactivity (MI) is the interactivity between a person and the online system and its database, in other words it is referring to the
interaction between a person and the online environment. For online retailers it is the web interactivity with consumers while they search, compare, evaluate and
purchase which created the online experience, which will be reviewed in later part of the chapter. Steuer (1992), Hoffman and Novak (1996) and Song and Zinkhan (2008)
described the four components of MI, speed, range, mapping and relevancy. Furthermore, Suntornpithug and Khamalah (2010) commented that the interaction between
businesses and consumer does not exist in machine interactivity, however it can be a control variable of online retailers to develop and enhance the online shopping
experiences for consumers. In terms of online retailing, speed refers to how quick the site reacts to particular action, mapping refers to the navigation of site,
range is referring to the number of possible actions and product range and finally, relevancy is where the information presented are able to meet consumers
expectations and needs.
Person interactivity: Rice (1993) and Hoffman and Novak (1996) defined person interactivity (PI) is person-to-person communication via the Internet. It is beyond the
interaction with the online environment but also involves two way communication between consumers and other parties and individuals like company personnel or other
customers (Dann and Dann, 2011). It involves consumers communicating, commenting and getting feedback from company personnel as well as other web users, not limited to
the online website, but anywhere on the internet such as emails, online communities and social networking sites (Suntornpithug and Khamalah, 2010). Consumers purchase
decision tend to heavily rely on word of mouth, experiences of previous customers like friends and family, the phoneme of consumers communicating through social media
and community platform has created a broader opportunity for sharing and retrieving experiences with online consumers who share the same interest (Moran, Muzellec and
Nolan, 2014)

2.3 Online Consumer behaviour
Every single person considered as consumer who have purchasing power, especially in this digital era with transparent information. Businesses are to gain and develop
strategy for the consumer buying behaviour. “Consumer behaviour is the study of individuals, groups or organisations and the processes they use to select, secure, use,
and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and the society” (Hawkins, Best and
Coney, 2004:7 cited in (Muzondo and Mutandwa, 2011, p.1). It emphasises on the consumer’s whole activities from before purchase, during purchase and after purchasing
(Noman, 2012). Typically, consumer behaviour when selecting a brand can be affected by four broad categories: situational, personal, social and cultural factors (Hoyer
and MacInnis, 2010). Shakir, Shakir and Zaman (2012) further explained in their study, cultural factors are blend with demographic and economic variables, moreover the
interconnection with social factors are not to be overlooked. For example, the Chinese are more family-oriented when there are western consumers are tend to be more
independent, in return the Chinese buying pattern will be different to western consumers as their decision making style will tend to be more collective from family
members (Plabdaeng, 2010). Douglas and Samuel (2010) added consumption pattern vary from urban to rural area regarding on their lifestyles. However online consumer
behaviour also has a similar process with the traditional five-stage process, consist with “everything from information search, product evaluation, decision making,
making the transaction, delivery, returns and customer service” (Wolfinbarger and Gilly, 2003, p.185). Benjamin (2014) described online consumers are more convenience
oriented and innovative, “somewhat impulsive and less brand and price conscious” (p.72).
2.3.1 Hedonic shoppers
Shopping motivations are primarily driven by utilitarian and hedonic reasons. Hedonic shoppers tend to motivate by “emotional needs of individuals for enjoyable and
interesting shopping experiences” (Bhatnagar & Ghosh, 2004 cited in Sarkar, 2011). In an online environment, the study also suggested that hedonic shoppers value the
experience to be fun and enjoyable, interactive and engaging. Hedonic shoppers are more often impulsive buyer and like to have more interaction not only to the e-
tailers but also have a social experience with other web users who share the same interest. As hedonic shoppers are has non-functionally motives towards shopping, they
also tend to visit e-tailers website to check on new fashion trends and new innovation (Chiu, Wang, Fang and Huang, 2012). Therefore consumers with hedonic motive tend
to have more consideration on well-design shopping websites and also needed to be easy to-navigate and visually appealing, moreover have greater interest on
interacting with other consumers and establishing relationship with the website by the communication tools provided by the e-tailers (Maniglier and Renouf, 2013).
2.3.2 Utilitarian shoppers
Sarkar (2011) described Utilitarian shoppers are task and convenience oriented. Consumers with utilitarian motives value on the perceived usefulness and ease of use of
the shopping website, requiring quick and efficient transaction with the least irritation (Maniglier and Renouf, 2013). By means, utilitarian consumers are looking for
a wide range of product offerings offer by one e-tailer, with detailed information and description, moreover with clear navigation and fast site speed (Chiu et al.,
2012, Benjamin, 2013). On top of convenience and task-oriented, price is another major concern for utilitarian consumers. As the Internet provided rich information
with lots of alternative, apart from product variety, e-tailers were suggested to have a wide range of price range to prevent potential customer loss (Chiu et al.,
2012).

2.4 Factors affecting Online Shopping Decision
Decision-making is a process of making a choice from a number of alternatives in order to obtain a desired outcome (Eisenfuhr, 2011). Shakir, Shakir and Zaman (2012)
describe decision-making styles as a contributing factor for understanding purchasing pattern of the consumers, while it can be defined as the “tendency to satisfy or
maximise a decision” (p.12). It is also a characteristic that has been shown to be a predictor of decision-making behaviour (Karimi, Papamichail and Holland, 2015).
Karimi (2013) also stated as consumer behaviour part of purchase behaviour, the attention on consumer research would increase and continue to be critically
significant. Traditional and online decision-making process are quite similar, the classic model have been widely been studied and typically starts with need
recognition, continue with information search, alternative evaluations, purchasing and finally, post-purchasing behaviour however, due to the different shopping
environment and marketing communication, there are different influencers to take into account (Katawetawaraks and Wang, 2010). The knowledge of online consumers can be
greatly enhanced by understanding their online decision-making processes, while it can only be achievable by recognising the whole process which consumers engaging in
and the steps of their decision-making processes. (Karimi, 2013). Moreover, by identifying the influential factors of using a virtual shopping world, it may help the
online retailers to create and maintain a better presence in a virtual shopping world since it being positive impact on buying and return intentions (Domina, Lee and
MacGillivray, 2012). Variables affecting online shopping activities can be divided into two main categories, control factors and uncontrollable factors by businesses
(Cheung et al., 2003; Constantine’s, 2004; Haghshenas, Abedi and Ghorbani, 2013). These researchers indicated control factors is referring to perceived characteristics
of the online distribution channel, the website and 4ps of marketing mix, whereby uncontrolled factors are consumer characteristics included demographic variables,
internet skills and knowledge, internet usage and psychological variables. Although many previous studies believed that there is hardly any difference between the
consumer behaviour for online shopping and traditional shopping (Osama and Ahmed, 2013), it was proven in more recent researches, online consumer behaviour and
purchase intension can be affected by the web experiences which includes trust and technology-orientated factors (Hansen, 2013, Mohamed, Hossein, Mojtaba and Amir,
2012, Ganguly, 2012). Therefore, in this paper, the researcher tend to focus on the controlled variables affecting purchasing decision.
2.4.1 Online experience
It was cited in Constantine’s study (2004), apart from uncontrollable factors could influence consumer’s buying behaviour, it could also impacted by the inputs and
information provided by the online retailer before the final decision is made by the customer. It is clear that evolvement of customer behaviour is because of the
growth of e-commerce (Hernández, Jiménez and Martín, 2010). Novak, Hoffman and Yung (2000) stated it is critical to create an enthralling online experience for online
customers just for the sake of competitive advantage on the Internet. The customers’ demand of fresh and entertaining retail experiences has been increased, along with
the development of virtual worlds. (Domina, Lee, MacGillivray, 2012). One of the most vital factors for the success of online retailing is the customer experience from
visiting a website. (Lorenzo, Constantinides and Go´mez-Borja, 2009). Purchase decisions are formed by the interaction between customers and give the customers
fascinating online experiences in the online shopping world. (Karimi, 2013; Obada, 2013). Previous researchers Siddiqui (2003) and Constantine’s (2004) pointed out
that, in the view of fashion sector, an engaging and memorable experience is the thing which online consumers looking for. By focusing marketing efforts on elements
configuring the customer’s virtual experience, e-marketers would be able to influence the outcome of the virtual interaction, hence the web experience. Constantine’s
study (2004) also stated, apart from uncontrollable factors could influence consumer’s buying behaviour, it could also impacted by the inputs and information provided
by the online retailer before the final decision is made by the customer. Furthermore, in Constantinides, Lorenzo-Romero and Gómez’s study (2010) pointed out that
usability and marketing mix are vital to affect the online purchasing preferences of an individual. In additional, there is a negligible effect towards interactivity
factor upon the selection of the online vendor. Web experiences, is a new element add by Kotler (2003) cited in in the traditional buying behaviour model, an element
which can be control by the organisation to shape online consumer behaviour through interacting with the internet. In the next section, the researcher will further
explore Constantine’s study (2004).

2.4.2 Motivational and Constraints Factors
Katawetawaraks and Wang (2011) have also suggested 8 factors that would influence consumers’ intention which is similar to Constantinide’s (2004) web-based factor and
Ariff et al., (2013) ’s which will be examine in later part of this chapter. Katawetawaraks and Wang (2011) have segmented those factors into two main categories:
‘motivations that lead consumer to buy online’, and ‘factors that Impede consumers from online shopping’. Within the first segment, factors included convenience,
Information, available products and services, cost and time efficiency, where security, Intangibility, Social contact and Dissatisfaction with online shopping falls
into the factors that makes consumers hinder to purchase online.
Convenience
As online shopping is now available 24 hours and 7 days a week, convenience was note to be the most important influencer of online shopping (Zappala` and Gray, 2006;
(Azam and Qiang, 2012). With the growing digital touch points and rapid technology development, consumers are already, and will be more demanding and have greater
expectations from e-tailers tp provide a seamless experience and thrill of visiting traditional stores in a more convenient way (Skeldon, 2015). However, consumers do
not only search for products but also the services provided by e-tailers, therefore e-tailers are necessary to provided convenience throughout the whole shopping
experience of consumers, from product searching to having a smooth order payment moreover a hassle free return and refunding process.
Information
According to Katawetawaraks and Wang (2011), consumers tend to have weighty value on the information that meets their needs. Typically when talking about information,
generally it refers to product description, however reviews and ratings are also important information for consumers on purchase decision. As mentioned, consumers
decision on purchasing can be affected by both negative and positive reviews, particularly on the fashion sector (Fan, Miao, Fan and Lin, 2013). When talking about
fashion appeal products, information also included photos and pictures of products with high resolution, and a more detailed product description.
Available products and services
Product availability are known to have a important stimuli effect on consumers, especially on online impulse buyers, moreover it is also a major factor affecting
consumer’s satisfaction level (Liu, Li and Hu ,2013). Katawetawaraks and Wang (2011) suggested product availability is important as you can imagine when consumers
could not get what they want they can easily search for another alternatives. Available products can also refer to the variety of product range, provide more choices
for consumers (Chiu et al., 2012).
Liu, Y., Li, H. and Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems,
55(3), 829-837
Cost and time efficiency
With a lot previous studies stated price is the primary motive of online shoppers, along with the provided platform and resources, consumers can easily compare prices
and find the better deal on the web (TALPAU, 2014). This elemtn has cloely interlink with convenience as consumers are looking for the most effortless way on achieving
finding the best deal. Apart from providing competitive pricing e-tailers are to make sure they have a fast site speed and navigation and reduce psychological costs of
consumers
2.4.3 Constraints factors
Consumers have perceived risk when shopping online, Katawetawaraks and Wang (2011) suggested these risk included unsecured payment, slow shipping, unwanted product,
bothersome emails and technology problems, however security risk will be further explore.
Intangibility of online products
Typically, consumers are less likely to buy clothes online, as they are not able to feel touch or try it on (Goldsmith and Flynn, 2005 cited in Katawetawaraks and
Wang, 2011). Moreover, some consumers may think information provided on the website are not enough to make a purchase decision. Therefore it was suggested by Schwarz
(2011), e-tailers should not only provide photos with model on, but also adopt relevant technologies in order to deliver a interactive shopping experience. By having
consumers more engage when browsing, it could certainly provide tangibility to consumers.
Social Contact
Some consumers are more towards on having a sales person with professional recommendations (Katawetawaraks and Wang, 2011). Online shopping is an activity of
personal-machine interaction, with the intangibility of online shopping, consumers lose the social interaction with an actual sales person and tend to rely on reviews
and ratings from other consumers. However, integrating with social community platform can help and eliminate the lack of socialisation, moreover allow consumers
interact with other consumers share their experiences.

2.4.2 Web Based Factor
In the online environment, customers interact with a retailer through its website, which is essentially an information system. Therefore, the design of this
information system plays an important role in shaping the customer’s shopping experience (Luo, Ba, Zhang, 2012). Web experience is the total impression of consumer
towards the e-tailes from the embracement of searching, browsing, finding, selecting, comparing, evaluating and moreover transacting and beyond (Constantine, 2004).
Pantano and Naccarato (2010) also indicated that a high interaction and engagement shopping experience could positively affect consumer-buying behaviour. It was
suggested that it is important to determine the effect of web-based factors on online purchasing behaviour because website quality was an important issue in customer
satisfaction. Customer satisfaction is the total fulfilment and consistency from the beginning where consumers start browsing to purchased and after sales services
depending on the accuracy of product delivered (Malik and Guptha, 2013). Customer satisfaction also includes the delivery process, whether delivery is online or
delayed. When the customers satisfied with the website quality, this will increase their involvement in online purchasing (Ariff, Yan, Zakuan, Bahari and Jusoh, 2013;
Jiradilok, Malisuwan, Madan and Sivaraks, 2014). Due to these virtual shopping experiences take place in an immersive environment, consumers are typically willing to
dedicate more time and attention while engaged in the experience, offering retailers significant branding opportunities (Bulearca and Bulearca, 2012; Domina, Lee and
MacGillivray, 2012).
Constantinides (2004) identified the main constituents of the online experience: the functionality of the website that includes the elements dealing with the site’s
usability and interactivity; the psychological elements intended for lowering the customer’s uncertainty by communicating trust and credibility of the online vendor
and website; and the content elements including the aesthetic aspects of the online presentation as well as marketing mix elements. In later study of Constantinides
and Geurts (2005), high quality web experiences are not only simply addressing needs and expectations of consumers within the website but also superior credibility and
help consumers go through the buying process by providing quality products and fulfilling services before and after purchase.

2.4.2.1 Functionality factors
In Constantinides’s (2004) study, functionality of web experience can break in to two sub categories usability and interactivity.
Usability
Usability is referring to the technology-oriented factors mentioned earlier, consists elements like convenience, information architecture and navigation, findability,
accessibility, site speed and a smooth efficient order and payment process (Constantinides’s, 2004; Baeva, 2011). Web usability can also be known as web flow,
indicating the impact of web features and content on consumer’s attention and online experience (Yang, 2015).
Findability and accessibility are interconnected with the Information architecture, navigation and site speed, consumers will not feel convenient when either one of
those elements fails to function properly. In the reports conducted by Paypal in 2008 and 2013, convenience is defined as “Ease-of-use, from finding, examining, and
choosing merchandise to paying and checking out” and the easiness and convenience in ordering and receiving order is list as the top reason for consumers to shop
online. Consumers need to be able to search and find the online retailer with any devices and browsers as well as search engines, businesses should provide a website
that is accessible with different types of browsers and most importantly compatible different models of mobile devices, moreover able to find desire products within
the website of online retails (Yang, 2015). According to Guy Chiswick, managing director for Webloyalty Northern Europe stated in the Webloyalty research (2015), “The
fact that the value of connected devices has doubled in the last decade is a testament to this, and it will only continue to rise with the improvement of technology in
the future. Retailers need to be prepared to provide powerful apps and tools to aid the future consumer” (cited in Briggs, 2015).
Consumers often want to have full description before purchasing fashion related products with sensory attributes such as colour, design, fabric, and fit (Park, Kim,
Funches and Foxx, 2012; (Yu and Park, 2014). However, consumers are requiring information that is straightforward and useful, rather than overwhelming, architecture
and navigation is where consumers are able to reach their desire information easily (Chen, Shang, and Kao, 2009; Katawetawaraks and Wang, 2010). This include the use
of l product categories with appropriate headings and subheadings making it meaningful for consumers, as well as allowing them to identify pages of value (Baeva,
2011). However according to (Schwarz, 2011), online retailers are to provide images and more visualise media in order to increase tangibility and product information
in an online environment, this is because product descriptions are at the lowest level of product experiences consumers can have. Poor information and navigation will
caused confusion for consumers, as well as reduce Internet usefulness and ease of use which leads to poor reputation and impressions. Easy access to information can
greatly facilitate information search by consumers and therefore form their prior expectations (Luo, Ba and Zhang, 2012). Information also included images on the site
when it comes to online fashion retailing. As mentioned trust is one major issue constrains consumers from buying online, having a fast site speed will certainly
provide a smooth and effective order and payment process. Online consumers are much easy to switch to an alterative as it is just as simple as one click, by achieving
the above elements, consumer would feel convenient and start with a positive mood to continue browsing the website. In later studies of Sinha (2010) and Lee, Shi,
Cheung, Lim and Sia (2011), agreed investigated perceived usefulness and ease of use would generate positive consumer attitude, yet has a positive influence on
website. In contrast, Hernández, Jiménez and Martín, (2010) have found that the perceived ease of use then to have a weak effect on potential online customers and it
was rejected when examining experienced online shoppers. In addition, it was found that web site attributes including ease of use, layout/design and system quality are
not significant for re-purchase consumers (Chiu et al., 2012).
Interactivity
Interactivity is referring to the post purchase activities of the e-tailors. Constantinides’ (2004) suggested there are two forms of interactivity, 1) with online
retailers, might include communication with personnel, customer services and post purchase activity, 2) interactivity with other online users; consumers are able to
comment and write reviews about their experiences that can assist other consumers on purchase deciding.
“Interactivity creates online interconnectedness when the consumer is concerned about incomplete or distorted information about the product/service” (Gross, 2014,
p.66). Obviously without the ability to feel and touch the product before purchase will cause uncertainty and anxiety. There are always possibility and reasons that
consumers may not like the purchased item after receiving it, it could be the differences in colour as shown on site or inappropriate size. Multi channel retailers
have physical stores where consumers are able to contact when they have any enquiries, however this is not the case for pure-play e-tailers. The only platform for
consumers to have direct contact with the businesses is through the Internet, methods vary from emails enquires, online help desk to live chat. Having a two way
communication by helping consumers solving their problems is important in an online environment as it is the only direct contact consumers have with online retailers,
therefore it can be equivalent of personal service in brick and mortar businesses (Merrilees & Fry, 2002 cited in Baeva, 2011). Customization is also one act of
interacting with consumers as e-tailers provide personal experience through analyzing consumer preferences by tracking their browsing history or previous purchase
data, Customization incorporation with social media platform, yet seen as a significant marketing tools in online fashion retailing to attract consumers to their
website, as well as reminding them by providing them relevant products that they have previously purchased or viewed. As consumer behaviour is evolving in the
consideration of advancing digital capabilities and is actively changing their buying needs, electronic word of mouth (e-WOM) recommendations, which can be note as
network effect becomes one of the main influencers for e-commerce, especially demanding for pure play e-tailers (Constantinides, 2004) Cheung and Thadani, 2012). E-WOM
is similar to traditional word of mouth, where consumers put the feedbacks such as user reviews, comments and recommendations in the consideration of their decision-
making process rather than marketing (Jalilvand, Esfahani and Samiei, 2011). Whether occurring offline or online, consumers heavily rely on previous customers to
evaluate alternatives, when in an online environment, consumers tends to reply on reviews, ratings, community platform or maybe blog recommendations (Moran, Muzellec
and Nolan, 2014). Therefore it was suggested web shopping sites should follow an interactive and reactive interface with individualised recommendations for customers
based on their previous purchases or the opportunity for consumer to review products and make recommendation to other customers visiting the sites (Maniglier and
Renouf, 2013). As these element is contributing to a positive customer experience by reducing uncertainty during the online transaction and the post purchase
dissonance, interactivity can definitely improve user stickiness for a website and assist consumers’ purchase (Constantinides, 2004; Li, 2014). Li (2014) described
stickiness is the tendency and degree of a how much consumer’s are tied to the website psychologically, which focuses on marketing tools that online businesses use to
retain consumers rather than emotional elements.
Functionality factors involve the exchange between people and technology that can result in the consumer change in behavior. The interaction with technology consist
elements of usability and has degrees to consumer to merchant interactivity as stated in earlier sections. When consumers enjoy their navigation at an e-tail store,
they become more involved and create positive attitude and increase purchase intention (Esteban-Millat, Martínez-López, Luna and Rodríguez-Ardura, 2014).

2.4.2.2 Psychological factors
As mentioned above, the online decision-making process stages can be affected by issues that arise via web experiences, risk and trust (Katawetawaraks and Wang, 2011).
Constantinides (2004) described this category as a trust building factor composed by transaction security, customer data misuse, customer data safety, uncertainty-
reducing elements, and guarantees/return policies elements.
Trust
Building trust is a fundamental factor determining whether the online business success or failure (Cheng and Yee, 2014). According to Constantinides (2014), there are
5 different elements of the online trust: transaction security and customer data safety, customer data abuse, clear ordering, payment and refunding procedures,
guarantees and return policies and uncertainty reducing elements. These elements are also perceived risk of consumers in the electronic marketplace (Chiu, Wang, Fang,
& Huang, 2012). Due to the nature of online shopping, customers are having perceived risks regarding on products, financial and delivery, as they are not able to
examine the product before purchase (Liang and Lai, 2002; Claudia, 2012; Sinha and Singh, 2014). Consumers often have concerns with safety and security of their
payment details, also issues like colour and sizes differences are really common, thereby post-purchasing services (e.g. return or exchange) become extremely important
to them (Almousa, 2011; Masoud, 2013). It was suggested that e-tailers could set up policies that gave protection over consumers as well as provided solution for
common enquires in order to reduce uncertainty of consumers and compensate the possibility of consumer receiving dissatisfy products (Claudia, 2012). Delivery risk
simply refers to product loss during delivery and delivery time (Akbar and James, 2013). Clear ordering, payment and refunding procedures is concentrate on clear
consumer policies to assist questions and enquiries regarding on the three perived risk mentioned above (i.e. payment transacting, According to a report conducted by
The Royal Mail (2014), delivery are a significant factor thank positioned even higher than the product range and popular brands than that would affect consumers’
choice of website to shop from. time and the uncertainty of product performance) due to the intangibility to examine products before purchase (Hong and Cho, 2011;
Hong, 2015). Transaction security, customer data safety and customer data abuse is referring to the privacy and security of the e-tailer’s website. Although many
studies which have examined the relationship between trust and online purchasing behavior found insignificant connection between the two (Wu, Hu and Wu, 2010; McCole,
Ramsey and Williams, 2010; Bianchi and Andrews, 2012), however there are also many studies that have pointed out the lack of trust on privacy and payment security is
the core obstacles to of marketing in a technology-based environment (Park, 2011; Wu, Huang, Yen, & Popova, 2012; H. Akhter, 2014). With a strong basis in machine
interactivity, businesses will track and analyze website users’ behavior during online interaction with the consumer in order to deliver useful and appropriate
information and customized to the consumer’s needs (Thirumalai & Sinha, 2011). Along with the corresponding marketing strategies of delivering a personalising online
experience, massive amount of personal information and web history businesses collect to build databases (Akhter, 2014). Privacy concern triggers by the question where
does personal information store and worried about frequent news of identity theft and spy, personal data abuse, fraud, hacked credit cards, excessive spam or the
leaking of personal information (Wu, Huang, Yen, & Popova, 2012).
E-WOM is another factor that would generate trust between online consumer and the web retailer. Consumers now tend to trust peer consumers more than they do trust
marketers. Although it was found that consumers tends to concern more on reviews and ratings when they are purchasing practical needs, however fashion appeals are
known as high involvement products, therefore online consumers purchase intentions and decision can be affected by both negative and positive reviews (Fan, Miao,
Fan and Lin, 2013). Since e-WOM is generated by past experiences of consumers, it can be positive or negative which mainly depends on the marketing mix elements under
the category of content factor.
A pure-play retailer lacks all the physical attributes that a click-and-mortar retailer has, it was found that most significant barriers of e-commerce growth are
customers’ concerns about whether it is a trustworthy website from accessing the payment security, authentication personal dad and risk of loss, therefore building
trust with consumer became tremendously vital (Park, Bhatnagar and Rao, 2010). “The online merchants should focus on having long-term relationship with their customers
by delivering trust and transparency value. In other words, consumers would tend to engage in online purchase behaviour if they perceive the online merchant is
trustworthy and confident towards the process of online transaction” (Liat and Wuan, 2014, p.123).

2.4.2.3 Content factors
Content factors have the most direct and crucial influence on the web experience, can be divided into 2 sub-categories according to Constantinides (2004), aesthetics
and marketing mix.
Aesthetic and atmosphere
The lack of physical attributes, in terms of the design and appearance that an offline store are able to provide (Smith, 2011). Traditional brick and mortar positive
experience is generated by the in store environment and atmosphere, as factors of whether consumer is staying or leaving the store (Johansson and Larsson, 2015). In
terms of online experiences with the web, the design of the website can instantly determines whether consumers gets the pleasing appearance effect and to continue
browsing. Constantinides (2004) indicated four elements under aesthetic including the design, atmosphere, present quality and design elements. As aesthetic is
associated with art and beauty, It can well affect how consumers judge the reliability of information presented on the website and the willingness and length of
consumers to visit a website (David and Glore, 2010; Ariff et al., 2013). A well designed website that looks professional are more persuasive to consumers of their
reliability and can reduce the uncertainty of source risk towards the online retailer, especially the (Koo, Kim and Lee, 2008; Johansson and Larsson, 2015). Design of
the website does not only consist the colouring and the format webpage, consumers requires website to be professional with consistent text and images, colouring and
structure of the site and are needed to be simple and clear for easy navigation and use minimal effort to get desire result (Park, Kim, Funches and Foxx, 2012;
Johansson and Larsson, 2015). In David and Glore’s (2010) study, it was found that almost half of global online shoppers make judgments of the credibility of the
website based on the appearance and design and it can well affect the mood, emotion and feelings of consumers to continue browsing. However, design and atmosphere
tends to be more important to consumers who enter the website for the first time and has no knowledge of the e-tailers, whereby this paper focus on improving web
experiences to re-purchased customer. Luo, Ba and Zhang (2012) also stated in their study, a poor web design tends to decreases confidence level towards the e-tailer,
in contrast a well designed website can facilitate information search and reduce the likelihood of mismatch. Furtherrmore, according to the managing director of
Webloyalty Northern Europe, consumers are attracted to the convenience of online shopping more than ever and for e-tailers in order to generate profit, it is essential
to have a attractive and convenient presence (cited in Briggs, 2015).
E-Marketing Mix
Constantinides (2004) suggested the traditional 4ps as elements of web experience with two add-on aspects: fulfilment and communication. This section highlights the
characteristics of the 4Ps within the marketing mix in an online environment.
Price: Due to the online environment, e-tailers and particularly pure-play e-tailers have the ability to offer a more competitive price because of the diminished fix
cost such as physical store, storage and employees (TALPAU, 2014). Relationship between price and purchase behaviour have been widely studied and for most product
category, previous studies indicated price as major motive of online purchase decisions however it is not the case due to the change in consumer mind-set which can be
influenced by uncontrolled variables such as demographics, cultural and social affecting consumers decision making (Punj, 2011; Retail Week & Land securities retail,
2015). Akbar and James (2013) also suggested online consumers are tend to be not price sensitive due to the small price differences among e-tailers.. Moreover, as
mentioned in Irani and Hanzaee’s (2011) study also pointed out both hedonic and utilitarian shoppers have no relationship among price sensitivity. In an online
environment, price also includes the additional fees for shipping and handling (Becerril-Arreola, Leng and Parlar, 2013). Websites with low prices usually lower the
credibility of e-tailers, especially in the fashion apparel sector (Johansson and Larsson, 2015). Consumers may overlook the delivery charge due to poor and unclear
information presented on website (Fletcher, 2010). In addition, several traditional pricing strategies can be apply to an online environment, however It would be
useful for e-tailers to find out their customer shopping behaviour and determine the appropriate pricing strategies accordingly (TALPAU, 2014).
Product: Product elements included online brands and product assortment, product features and product presentation. Besides detailed product description as mentioned
and attractive pictures with high resolution, online retailers could enhance product presentation by using 3D visualizations and give consumers a virtual product
experiences (Constantinides, 2004; TALPAU, 2014). Schwarz (2011) suggested by visualising the product “allow consumers to virtually feel, touch, and try online
products by manipulating product presentations, trying products functions, and customizing products in online environments” (p.8). By means they are able to rotate
objects, zoom-in and out as well as other existing varieties like colours and textures (Schwarz, 2011; TALPAU, 2014). Implementing these interactive features consumers
will then be able to access product information that is more tangible and increases customer confidence towards the e-tailer and website (Ghaffari, 2011; TALPAU,
2014).
Promotion: TALPAU (2014) suggested there are number of online promotional tools such as “paid advertising, optimizing your site for search engines, promoting an
organization through social networks, through partners and affiliates and through newsletters” (p.57). However Constantinides (2004) mentioned in online environment it
also included free extra services and consumer interest specifically falls on free delivery. Online retailers have been implementing a variety of shipping-related
promotions, Becerril-Arreola, Leng and Parlar (2013) categorised them into three classifications: unconditional fee shipping, contingent free shipping and consumers
absorb the shipping costs by the quantity or volume in their order sizes. Unconditional fee shipping has no minimum order amount, whereby contingent free shipping is
when customers purchase a certain amount the cost for delivery will then be free of charge. It was also stated in the study that contingent free shipping is the most
effective promotion in increasing the profits of online retailers. It was¬¬¬¬¬ stated in the Royal Mail (2014), the majority of online consumers would shop more if
they have free delivery on all purchased. Furthermore, after sales services also include delivery when consumers are not satisfied with their order. According to the
Royal Mail report (2015), 78% consumers indicated they are unlikely to shop with an online retailer when return postage is charged. Social marketing is one effective
and useful tool as creating an online community and eWOM (TALPAU, 2014). For example creating a Facebook page that continuously distributes up dates and attractive
information for its targeted audiences, looking to maintain their attention as well as attract new ones. It also allow the two-way communication of e-tailers and
consumers to comment and feedback, as well as allowing consumers to review experiences of other consumer, referring back interactivity factor.
Communication: As mentioned proactive communication with online businesses becomes vital for online customers as consumers do not have physical contact with the
product and by allowing consumers to have an effective and efficient two way communication can reduce consumer’s uncertainty and yet provide more information for
consumers. Within the content factor, communication is referring to the quality of information provided and interaction between e-tailers and consumers.
Communication can link to several elements in functionality and psychology factor regarding on the pre-purchase customer support and after sale customer services.
Fulfilment: According to the Constantinides (2004), fulfilment of web experiences comprise of the flexibility payment and delivery options, as well as follow up
activities like tracking. Fulfilment of web experiences is also referring to the product performance and delivery performance, whether it is the right product and
delivers within the promise time (Ariff et al., 2013). The study future indicated online consumers are expecting “to receive the right quality and right quantity of
items that they have ordered within the time frame promised by the retailers, and they expect to be billed accurately” (Haq, 2010).
As many researchers have done numerous studies regarding on this topic, different researchers have different categorisation with similar aspects within. These web-
based factors suggested from the Constantinides (2004) were syncretise and can be integrate with Ariff et al., (2013) and Katawetawaraks and Wang’s research (2011).
Ariff et al., ‘s (2013) five web factors was devloped according to eTailQ and Exploratory Factor Analysis as shown in table 2.1 . These factors are: information
quality, website design, fulfilment/ reliability/ customer service, quick and details, and privacy/security. Ariff et al., (2013) describes there are 7 items within
information quality: accurate information, believable information, timely information, relevant information, information is easy to understand, information at right
level of details and appropriate format of information. Second category is Fulfilment/ reliability/ customer service, referring to product performance and accuracy,
on-time delivery, effective and efficient respondse to customer needs and problem solving. Website design involves elements like having a good selection with
competitive prices, being convenient and ease of surfing and browsing. Quick and details referring to the in-depth information, able to complete transaction
efficiently and the level of personalization. The last category is privacy/Security factor – privacy protected and feels safe in transaction and adequate security
The research has conceptualised the three studies and conducted table 2.1 to have a clear view of different research’s view.
Author Factors influencing online shopping decision
Constantinides (2004) Usability Interactive Trust Ascetics E-marketing mix
Ariff et al., (2013) Information quality Quick and details Privacy/Security Web design Fulfilment/ reliability/ customer service
Katawetawaraks and Wang (2011) Convenience
Information
Cost and time efficiecy Social contact
Intangibility Security
Dissatisfaction with online shopping Available product and services
Table 2.1
2.6 Summary
To conclude, Internet has provided a enormous benefits to both retailers and consumers. Earlier, retailers tend to receive competitive advantage through having multi-
distribution channel. However as e-commerce and pure-play retailers getting more popular, along with the immersive advancing technologies, consumers have greater
expectations regarding on their online experience and the tangibility within an elusive online environment. While the website of e-businesses are equivalent to the
physical attributes of a brick and mortar store, e-tailers have the urge to find out consumer behaviour of its target audiences, moreover alter web features
accordingly in order to deliver the highest possible online experience.

Chapter 3: Methodology
ASOS is a global well-know fashion pure play e-tailer which sells fashion related products to almost every where in the world. The purpose of this research is to
investigate and critically analyse factors that are affecting consumer web experiences on YesStyle and investigate to what extend those aspects influence on customer
purchase decisions in the two countries. In particular, the researcher focuses on two different countries; United Kingdom and Hong Kong. In simpler terms, the research
seeks to understand the underlying factors that influence online consumer purchase decisions as well as identify the differences and similarities between the two
countries. Methodology that used during the research plays a significant role in determining the success of the research. This chapter will illustrate the research
methods, research approaches, research design and sampling methods. Moreover, later part in this chapter will discuss the limitations of the research as well as
ethical consideration for this paper.

3.1 Research Approach and Philosophy
There are two different types of research approach, inductive and deductive. Greener (2008) described “deductive approach begins by looking at theory, produces
hypotheses from that theory, which relate to the focus of research, and then proceeds to test that theory” (p.16). In contrast, an inductive approach is more like “a
theory-building process, starting with observations of specific instances, and seeking to establish generalization about the phenomenon under investigation” (Wilson,
2010). In simple terms, an inductive research approach starts with data collection and theory is built based on the result of analysis; deductive research approach
begins with the existing theories and make predictions, and collect data to test hypothesis. For the reasons given above, a deductive research approach is more
suitable for this research.
Depending on the approach of the study, it will determine the form of research plan to be carrying. The research philosophy can be defined as the development of the
research background, research knowledge and its nature (Saunders and Thornhill, 2007). Hussey and Hussey (1997) stated there are two types of research process:
positivism and interpretivism. Positivists also known as qualitative paradigm, intend to prove theories by measured observation and statistics whereas interpretivists
are more on develop and generate new theories through the research (Creswell, 2009). Creswell (2009) also described positivist research is interconnected with
scientific research and a positivist believes in order for the study to be reliable and objective, research should adopt a scientific approach which based around
facts. Although it is known as traditionalist research, however it aims to collect overall ideas and categorize them into manageable variables and hypotheses that can
be tested (Miles and Huberman, 1984 and Creswell, 2009). Therefore the research adopts the positivist research paradigm and aims to prove theories that was reviews in
early chapters regarding on factors affecting consumer online experience and purchase intention.

3.2 Research Design
The researcher realizes that this dissertation study has both dependent as well as independent variables. The independent variable is YesStyle as the online fashion
retailer, on the other hand, the dependent variable is the consumers, who are also referred to web users. Therefore, an array of factors within the YesStyle as a
online fashion retailer influence the level of consumers’ expereince and decision to purchase from online fashion retailers. In view of these aspects, the researcher
decided to use the quantitative research design in the process of identifying, collecting as well as analyzing relevant research data. The overall objective of the
quantitative research design is to develop data in numerical form aimed at getting a more precise and truthful analysis (Webb, 2003). The research involves primary
data collation through quantitative questionnaire, uses the gathered data, analyzes and calculated through Microsoft Excel.

3.3 Sample
3.3.1 Target population
The research target population consisted of Internet users who have previously purchased on YesStyle. Target populations for this research study were identified by a
set of criteria or parameter such as they must have previously purchased from YesStyle and are only restricted to customers who live in United Kingdom and Hong Kong.
3.3.2 Sampling method
There are two types of sampling methods used in the research; snowball sampling and purposive sampling. The snowball sampling method is one of the most effecting
sampling method where respondents give referrals to other possible respondents; it can also take advantage of the social network (i.e. facebook) to identify target
audiences, also provided an escalating set of potential contacts. In this research the referrals were given through Facebook only. Facebook was the most secure source
as people were asked to share the sample with friends and it is easy to do the same on social media platform. Purposive sampling is a form of non-probability sampling,
it is a selective sampling method based on concentrating on people that will assist on meeting research objectives (Emhamed and Krishnan, 2011). In this method the
page and group for YesStyle were selected and also all the friend list of researcher were selected and they were given the survey questions. So these people were
concentrated on as they were the right samples as they used YesStyle. These friends were from both United Kingdom and Hong Kong.

3.4 Secondary Research and data collection
Secondary data is information that have been published and analyzed by other parties and it is “normally, the first stage of any research project would be search for
secondary data before undertaking any primary research“ (Drummond and Ensor, 2005, p.52). Therefore literature review was undertaken to provide a background and
insights of the Internet retailing and online consumer behavior, moreover assist researcher with adequate knowledge in order to design a better research method and
collect valid data. Within this study, the researcher has used mostly journal articles, academic research, and newspaper and industry reports in order to gain the
background information and knowledge of the subject areaand assist on design a structure for primary research. Figure 3.1 sum up the findings from literature review
and providing a summary of factors that affect consumer’s online experiences as shown in figure 3.1. the summarized findings would support towards the development of
hypotheses.

Fig 3.1 Factor list adopted from summarized literature review

3.6 Primary Research and Data Collection
Questionnaire with a structured format will be used within this research. Primary research is where researchers collect original data instead of looking at existing
studies (Hussey and Hussey, 1997). There are three main types of primary research, interview, questionnaire and observation. Egan (2007) also suggested that this type
of research could be developing into two categories, quantitative and qualitative. Although focus group and interviews are other method of primary data collection but
as they are focusing on a smaller portion of sample participants the best option is questionnaire as it can cover more and more people for the research and thus
validating the sample size. Moreover, as this research has a positivist approach, therefore using questionnaire as a quantitative research method would be appropriate.
In addition, analyzing statistical information are relatively quicker and easy to manage, moreover as mentioned, quantitative data is consider as the most true and
precise methods of testing theories and hypotheses (Hussey and Hussey, 1997; Creswell 2009). Data will then be analyzed and calculated through Excel and presented
results in a numerical and graphical way. The questionnaire is designed particularly for consumes who have previously purchased at YesStyle and ask their opinion about
the website regarding on their experience.
3.6.1 Quantitative approach
Quantitative Research is used when there is a large number of respondents, involves measurement or numerical analysis and statistically reliable data, based on a
relatively structured approach than qualitative methods (Hussey and Hussey, 1997; Creswell, 2009). This type of research design better fits to large sample
participants and the most popular method of quantitative research is questionnaire (Lapan, Quartaroli and Riemer, 2012). The research is a comparative study of
consumers of two groups form the United Kingdom and Hong Kong best way to compare is to quantify both groups and compare their mean and thus the quantitative method is
the best available method here.
3.6.2 Design of Questionnaire
In order to create questionnaire, the basis were built by deciding on the main variables that needed to be investigated regarding on the findings from chapter 2 as
shown below.
General data:
• Demographics
• Personal information
• Social characteristics
• Attitude towards online shopping for fashion goods
Identified Variables:
• Web design
• Product and Price
• Information quality and details (Fashionability)
• Quick and Social contact
• Privacy and Security
• Customer support/ service
• Order fulfilment/ Reliability
Customer satisfaction level of ASOS web experience
• Site features
• Pricing
• Privacy & Security
• Delivery and Return Policy
• Post purchase activity
The questionnaire consists of 47 questions, starting with 6 questions relating to respondent’s demographic information and from Q7-Q47 are the set of questions
developed according to the findings from secondary research. Most questions are consist with a 5 point Likert scale, rating from 1 irrelevant to 5 very important
regarding on the impact of each factor towards consumers’ online experience and satisfaction level .
3.6.3 Research setting/ context
Online surveys are viewed as an effective way to gather valuable information, typically from clients about products, services or websites. Therefore researcher will
chose the format of online questionnaire by using Google Forms and conduct the research through Facebook page and referrals. The online questionnaire then starts
distributing surveys to potential respondents from the 21st August 2015.

3.7 Ethical Consideration
While doing this research the research has kept ethical consideration as one of the priority. The following are the excerpts of the ethical consideration: The data
that is being collected in this research would be kept with the researcher with full confidentiality. The data would not be share with any other party nor would it be
sold to any other party. The identity of the people involved in the research would not be disclosed not it efforts would be made to identify them. The data would not
be sent outside the United Kingdom. The data would be used only for the purpose of the research has stated. The researcher would adhere to the honesty guidelines and
the data would not be tampered. All data are genuine and the researcher has not tried to tamper with any of the data fields in anyway. The opinions, attributes of each
sample are their own only.

Chapter 4: Results
This chapter presents and discusses the findings of the survey with the help of some tables and figures. As mentioned in earlier chapters, this dissertation aims at
investigating and critically analyse factors affecting consumer purchase decision, and specially focuses on the YesStyle in particular. The questionnaire for the
survey mainly compromised of close-end questions with alternative answers to choose from, therefore the survey majorly produced quantitative data. The figures have
been used for presenting quantitative results. This chapter first presents the results and interprets them, and then moves on to discussing the results corresponding
to each research objectives. The results have been discussed in relation to the findings of existing literatures.
4.1 Demographic and socio-economic status
This subsection talks about the gender, age, marital status, educational qualification, annual wage income, marital status and nationality of the respondents in the
survey. The research targeted on consumers who have previous purchased at YesStyle before, with a total number of 294 valid respondents as shown in table 4.1.
HK UK
Frequency Percentage Frequency Percentage
Have you ever purchased from YesStyle before? Yes 154 60.2 140 76.5
NO 102 39.8 43 23.5
Total valid respondents 154 140
Gender Male 65 42.2 44 31.4
Female 89 57.8
96 68.6
Age Below 18 2 1.3 4 2.9
18-24 80 51.9 66 47.1
25-34 58 37.7 59 42.1
35-54 12 7.8 7 5.0
55 or Above 2 1.3 4 2.9
Employment Full time 69 44.8 42 30.0
Part time 36 23.4 40 28.6
Student 46 29.9 57 40.7
Unemployed 1 0.6 0 0.0
Retired 2 1.3 1 0.7
Education Less than F.5/GCSE 7 4.5 0 0.0
F.5 or GCSE 8 5.2 2 1.4
DSE or A level 25 16.2 18 12.9
Foundation/Diploma/Higher Education/Associate Degree 24 15.6 38 27.1
Undergraduate 68 44.2 71 50.7
Postgraduate 22 14.3 11 7.9
How often do you browse or buy online for fashion related products Everyday 87 56.5 104 74.3
Once a week 11 7.1 6 4.3
2 – 3 times a week 24 15.6 20 14.3
Once a month 12 7.8 5 3.6
Every couple months 9 5.8 1 0.7
Couple times a year 7 4.5 3 2.1
Cannot remember 4 2.6 1 0.7
Table 4.1
As this research is focusing on YesStyle, respondents who have not ever purchased from the website will be eliminated, therefore total respondents of this survey are
294, with 154 HK participants and 140 UK participants. Respondent profiles of both countries are quite similar, however HK sample tends to have more respondents who
work full time, where there are more students in the UK sample. The proportion of respondents in HK and UK is shown to be fairly equal. There are two popular age
groups of respondents in both HK and UK, from 18-24 and 25-34, with a total of 89.6% in HK and 89.2 in UK, which is consistent with official data of Nielsen Global E-
commerce Report (2014) and Mintel (2015), which was mentioned in chapter 2. For that reason the sample seems reasonable and provided confidence for the researcher
generalize the findings as appropriate for the population of online shoppers overall. Sample also shows that the majority of population in HK and UK has qualifications
above A level/DSE, meaning including all respondents who held Higher education or equivalent, undergraduate and postgraduate degree, with a total of approximately 90%
in HK and 99% in the UK, therefore it can be said that the total sample are suitable and very familiar with the online environment. Furthermore, both populations have
a high percentage of browsing or shopping online for fashion apparel everyday, 56.5% representing HK sample and 74.3% of UK sample. However, within the UK sample,
there are 68.6% female respondents, which have double the number of male respondents, 31.4% of the total sample. In contrast HK has a more balanced male and female
respondents, representing 42.2% and 57.8%, of the total population. As shown in table 4.1, 44.8% of HK respondents are working full time, whereas the majority of UK
respondents are students (40.7%).
4.2 Factors affecting online experience of YesStyle
As mentioned in chapter 3, the questionnaire had been segmented in to 7 categories as outlined in the table 4.2 and this section will analyse how those element affect
their experience with YesStyle, focusing on the variables identified in the literature review. Respondents were asked to answer questions with ratings from 1 to 5 on a
likert scale, where 1 meant the factor is Irrelevant and 5 meant strongly important.
Variable Question no#
Web design/Usability Q8-Q10
Product and Price Q11-Q13
Information quality and details (Fashionability) Q14-Q18
Quick and Social contact Q20-Q24
Privacy and Security Q25-Q26
Order Fulfilment Q27-Q31, Q33-Q34
Customer support/ service Q19, Q32, Q35-Q36
Table 4.2

4.2.1 Web design/ Usability
The results from question 8- 10 are regarding on YesStyle’s web design features affecting consumer satisfaction level towards their online experience, including
elements like layout and appearance, ease of use and navigation and the variety of product range.

Fig.4.1
Question 8 is regarding on the outlook and appearance of YesStyle’s website. Figure 4.1 has clearly shown in the orange section of the pie chart, the majority of HK
sample, around 62% of the respondents either agree or strongly agree that the appearance of YesStyle’s website will affect their intention on re-purchasing. However
the green section of the pie chart in the UK sample, representing with a similar proportion of respondents in UK with no opinion on the outlook of YesStyle’s website
would affect them from buy on the website again. Moreover, total respondents in HK who agreed to the impact of web design has double the number of respondents who has
no opinion, therefore it can be assume that HK population generally thinks the appearance of website is a important criteria for when thinking about purchasing online
again on YesStyle’s website.
Figure 4.2
Question 9 is a question relating to the impact of the ease of use and navigation of YesStyle’s website. As shown in figure 4.2, majority of HK respondents strongly
agree that YesStyle’s website is important to be easy to use and navigate, representing approximately 44%. Conversely, UK respondents generally did not have the same
opinion with the HK sample, with 31% of the UK population thinks that the ease od use and navigation is irrelevant to their intention to purchase again at YesStyle.
The figure also indicated that UK respondents (9%)have quintupled the amount of respondents in HK (2%) who thinks this element will not affect them from buying at
YesStyle again.

Fig.4.3
Q.10 HK UK
(f) Valid % (f) Valid %
Irrelevant 11 7.1 11 20.7
Not important 41 26.6 41 12.9
No opinion 57 37.0 57 45.0
Important 32 20.8 32 9.3
Very important 13 8.4 13 12.1
Table4.3
Question 10, regarding web design features are focusing on the importance of findability and accessibility of YesStyle’s website. In figure 4.3 shows, it is obvious
that respondents in both countries do no seem to have an opinion on this matter. However, it can be seen that the HK sample are more balanced and respondents are more
equally distribute within agreeing and disagreeing the statement. In contrast, in the UK sample, other than respondents who have no opinion, respondents tend to think
being able to search or access with different devices are not important or even irrelevant with a approximate 34% collectively (table 4.3.).
Analysis
As shown in table 4.4, the bar chart indicated the majority of respondents in the HK and UK had no opinion with question 8-10, however it can be seen that HK
respondents tend to think the web design of YesStyle’s do impact their repurchase intention, with almost 50% collectively. In contrast, UK respondents have divided in
to two separate groups representing extreme opinions, with 25% thinks it is not important or irrelevant and 34% think web design is a significant influencer. By
comparing the mean values in two samples shown in table 4.4, respondents in both sample has very similar preferences on the impact of web design regarding on their
repurchase intention. One notable difference from the samples is UK respondents tend to have low value on the layout and appearance, where HK respondents think
accessibility and findability are less important than other matters. The table further shows being convenient and easy to use are the most significantly important for
both samples to shop online with YesStyle, in terms of the design of the website.

Factor HK UK Overall
Average (Mean)
Web Design Clear, simple with an appropriate layout, including colouring and overall appearance 3.7 2.9 3.3
Web Design Easy to use and navigate, able to know my way around quickly 3.8 3.8 3.8
Web Design Accessible and findable on any devices, browsers and search engines 3.0 3.0 3.0
Overall
3.5 3.4 3.2
Table 4.4
4.2.2 Product and Price
The results from question 11-13 are regarding on prices of YesStyle affecting consumer intention of purchasing at YesStyle.

Fig.4.4
Question 11 is relating on the product range of YesStyle. In figure 4.4 the bar chart has clearly show the identical pattern in two samples, majority of respondents
over all strongly thinks the range of product selection would definitely affect their intention to buy from YesStyle. Therefore it can be assume if YesStyle has a wide
range of product selection on its website would have a positive impact on consumers.

Fig.4.5
HK respondents are quite balanced regarding on the affect of YesStyle’s overall price level as shown in bar chart (fig4.5), with a relatively normal curve distribution
within the HK sample, meaning that the opinions are somewhat equally distributed between important and not important. However in the UK respondents are more towards
thinking the price is important collectively, with approximate 40% of total UK sample. Therefore, if can be said that when the price range is broad enough, meaning
there are products from low prices to more luxury and branded goods, the more UK respondents would have the interest on purchasing from YesStyle. In contrast, most HK
respondents tend to pay no heed to price within their consideration criteria before actual purchase from YesStyle’s website.

Fig4.6
Question 14, respondents were ask whether YesStyle’s shipping cost will affect their willingness on buying from YesStyle, the bar chart in figure 4.6 shows the
proportion of each sample and indicated opinions within two countries are certainly similar. Apart from respondents with no opinion, most respondents thinks shipping
cost would affect their intention on purchasing, in the other words, if shipping fee is relatively high for YesStyle, consumers would turn to alternative online
retailer and search for better deals.
Analysis
Mode indicates the most popular response from irrelevant (1) to very important (5) and mean is the average sum of score points. As shown in table 4.5, most respondents
rated the range of product selection of YesStyle as very important, with a mode rate of 5 in both samples. The table also indicated a similar mean score point
regarding on product range, 4.4 representing HK respondents and 4.5 representing UK respondents. The result reflects UK and HK population generally share the same
opinion; a wider range of product selection would have an encouraging impact on their purchase intention from YesStyle. When it comes to the pricing of YesStyle, With
a mode rate of 3, although ‘no opinion’ was the most popular answered by both HK and UK respondents, however the elevated mean score within the UK sample has evidently
shown the stronger impact of price on UK respondents than HK respondents.
Factor Description HK UK Total
Q11-Q13 Mean Mode Mean Mode Mean Mode
Product and Price YesStyle’s products range and selections 4.4 5.0 4.5 5.0 4.4 5
Product and Price YesStyle’s price range/ overall price level 3.1 3.0 4.5 3.0 3.1 3
Product and Price YesStyle’s shipping cost 3.3 3.0 4.5 3.0 3.3 3
Overall 3.6 4.0 3.7 4.0 3.6 4

Table 4.5
4.2.3 Information Quality and Details
Question 14-18 is relating questions on how information quality and relevant details would affect respondents’ willingness to purchase at YesStyle, elements include
relevance, accuracy and details of information, moreover examine whether visualisation is important to respondents on buying from YesStyle.
Q.14 Relevant and accurate information

Fig.4.7
Figure shows most HK respondents thinks having relevant and accurate information is fairly important for them when considering purchase at YesStyle, 64% representing
important and 8% very important. When looking at the UK sample, although it looks fairly balanced but respondents who selected important and very important has more
than half the share of the donut as shown in figure 4.7.

Q.15 Detail products description/ information Q.16 Up to date information/product and fashion trends Q.17 Visualisation, being able to zoom in and out,
rotate, interact with the product
HK UK HK UK HK UK
(f) Valid% (f) Valid% (f) Valid% (f) Valid% (f) Valid% (f) Valid%
Irrelevant 1 0.6 3 2.1 3 1.9 2 1.4 3 1.9 4 2.9
Not important 3 1.9 5 3.6 7 4.5 5 3.6 7 4.5 11 7.9
No opinion 2 1.3 16 11.4 32 20.8 21 15.0 35 22.7 45 32.1
Important 68 44.2 56 40.0 69 44.8 76 54.3 59 38.3 69 49.3
Very important 80 51.9 60 42.9 43 27.9 36 25.7 50 32.5 11 7.9
Table 4.6
For question 15 and 17, regarding on detail, up to date and visualize information, respondents in both sample have alike views, with majority of respondents picked
important and very important. However, it is notable in table 4.6 both UK and UK respondents have stronger opinion on having visual image with interactive elements are
radically important.
Fig 4.8
Figure 4.8 shows clearly that the majority of UK respondents have no opinion on whether reliable reviews and ratings affect their purchase intention on YesStyle. Apart
from those who were neutral, UK respondents have extreme opinions considering this matter irrelevant or important, with a similar percentage of 14 and 16. However HK
respondents have a totally different view on the importance of reliable reviews and ratings. Looking at the bar chart, the ascending blue bars representing HK
respondents, indicated HK population have strong concern on this particular matter.
Analysis
When considering purchase from YesStyle, table 4.7 reflects HK respondents tend to require detail description of the products more than UK respondents as more people
rate a 5 within the HK sample and 4 in UK sample. The table also indicated while HK respondents generally agree that information quality and details are important to
their purchase decision, where UK respondents has less attention on the impact of reviews and ratings, with most respondents rated 3 for the last question.
Factor Description HK UK Total
Q14-Q18 Mean Mode Mean Mode Mean Mode
Information Quality and Details Relevant and accurate information 3.4 4 3.5 4 3.4 4
Information Quality and Details Detail products description/ information 4.4 5 4.2 4 4.3 4
Information Quality and Details Up to date information/product and fashion trends 3.9 4 4.0 4 4.0 4
Information Quality and Details Visualisation, being able to zoom in and out, rotate, interact with the product 3.9 4 3.5 4 3.7 4
Information Quality and Details Reliable reviews and ratings 3.6 4 2.9 3 3.3 3
Overall 3.9 4 3.6 4 3.7 4

Table 4.7

4.2.4 Quick and Social Contact
The third category is quick and sociable, from question 20-24, mainly involves elements of convenience, personalization and socialization.
HK UK
Q.20 Neat product assortment and convenient to use while browsing
(f) Valid% (f) Valid%
Irrelevant 14 9.1 9 6.4
Not important 16 10.4 12 8.6
No opinion 47 30.5 44 31.4
Important 54 35.1 45 32.1
Very important 23 14.9 30 21.4
Q.21 Easy and smooth order/payment process
Irrelevant 3 1.9 1 0.7
Not important 9 5.8 2 1.4
No opinion 32 20.8 56 40.0
Important 67 43.5 68 48.6
Very important 43 27.9 13 9.3
Irrelevant 3 1.9 1 0.7
Table 4.8

In table 4.8 shows, UK and HK respondents’ opinion on question 20 and 21 are quite identical. Both samples indicated they think having a neat product assortment and
convenient to use is important for them when considering buying from YesStyle. However, two samples have value on different matter. It is notable that HK respondents,
with have a slightly stronger opinion regarding on an easy and smooth order/payment process (question 21) would affect their purchase intention on purchasing at
YesStyle more than UK respondents. In contrast, the table evidently shows UK respondents have greater opinion on whether YesStyle can provide recommendations suits
their needs (question 22) as shown in figure 4.9.

Fig 4.9

Question 23 and 24, respondents were asked do they think YesStyle’s social networking page and being able to interact with other YesStyle’s consumer are a important
influencer to their idea of purchasing at YesStyle. In table 4.9 shows, updates on YesStyle’s social network page would have a slight impact on HK respondents’
purchase intention in general, with 50.6% have no opinion, followed by 37.4% respondents indicating this particular matter is important. In comparison, UK respondents
are more equalized within having no opinion and very important (32.1%, 33.6% and 27.9%). However, with around 84% collectively, HK respondents tend to have greater
magnitude of interacting with other consumers where. By means, referring to chapter 2, it can be assume that UK respondents are more of the type of a utilitarian
shopper as they have greater importance on the service of having a community platform for information seeking, and HK respondents are more active and enjoy socializing
with other consumer rather than simply just viewing for updates or information, with the hedonic shopper characteristics.
HK UK
Q.23 Updates on online community platform (Instagram, Facebook, Twitter etc.)
(f) Valid% (f) Valid%
Irrelevant 0 0.0 2 1.4
Not important 3 1.9 7 5.0
No opinion 78 50.6 45 32.1
Important 57 37.0 47 33.6
Very important 16 10.4 39 27.9
Q.24 Interaction with other YesStyle consumers
Irrelevant 3 1.9 6 4.3
Not important 5 3.2 13 9.3
No opinion 16 10.4 45 32.1
Important 85 55.2 58 41.4
Very important 45 29.2 18 12.9
Irrelevant 3 1.9 6 4.3

Table 4.9
Analysis
In terms of quick and sociable, all respondents in general think this category is important. However it was highlighted in table 4.10, HK and UK respondents have
different values within this category. By looking at the mode rate, UK respondents tend to have a balanced ranking toward these factors, with a mode rate of 4 for all
questions. The table also indicated the further important of appropriate recommendations and the updates on social networking sites for UK respondents by looking at
the mean score. In contrast, HK respondents have superior influence by the communication and interacting with consumers, who share the same interest, followed by a
easy and smooth order/payment process.
Factor Description HK UK
Q20-Q24 Mean Mode Mean Mode
Quick and Sociable Neat product assortment and convenient to use while browsing 3.4 3 3.5 4
Quick and Sociable Easy and smooth order/payment process 3.9 4 3.6 4
Quick and Sociable Recommendations that suits my needs 3.6 4 3.8 4
Quick and Sociable Updates on online community platform (Instagram, Facebook, Twitter etc.) 3.6 3 3.8 4
Quick and Sociable Interaction with other YesStyle consumers 4.1 4 3.5 4
Overall 3.7 4 3.7 4

Table 4.10
4.2.5 Privacy and Security
This section contains 2 questions regarding on the impact non-economical privacy concerns and payment security issue.
Factor Description HK UK
Q25-Q26 Mean Mode Mean Mode
Privacy and Security YesStyle’s payment security 4.2 5 3.9 4
Privacy and Security YesStyle’s personal data safety 4.0 4 3.8 4
Overall 4.1 4 3.8 4

Table 4.11
When respondents were asked to what extend YesStyle’s payment security and safety of their personal data would affect their purchase intention, table 4.11 clearly
shows both UK and HK respondents pay critical attention regarding on these matter, with a overall mode rate of 4. With around 77% from the HK sample and 71% from UK
collectively, indicating payment security and personal data safety are much important for them when thinking of buying from YesStyle.
4.2.6 Order Fulfilment and Reliability
Question 27 to 31, 33 to 34 are regarding on the elements like flexible payment and delivery method, order tracking and product performance.
HK UK
Q.27 Flexible payment method
(f) Valid% (f) Valid%
Irrelevant 6 3.9 32 22.9
Not important 55 35.7 29 20.7
No opinion 62 40.3 34 24.3
Important 20 13.0 25 17.9
Very important 11 7.1 20 14.3
Q.28 Flexible delivery method
Irrelevant 7 4.5 5 3.6
Not important 31 20.1 2 1.4
No opinion 44 28.6 54 38.6
Important 41 26.6 47 33.6
Very important 31 20.1 32 22.9
Table 4.12
Table 4.12 shows the flexibility of delivery option are more important than a flexible payment method in general when thinking of buying from YesStyle. UK respondents
are quite evenly distributed between not important and important when looking at the valid percentage, however with approximately 41% rated irrelevant and not
important collectively in the UK sample, UK respondents have less attention on this particular issue compare to HK respondents. On the other hand, both samples have
more similar views of the slight importance of flexible delivery method as the majority gave the opinion between neutral and important.

HK UK
Q.30 Ability to track my order
(f) Valid% (f) Valid%
Irrelevant 58 37.7 67 47.9
Not important 43 27.9 29 20.7
No opinion 32 20.8 37 26.4
Important 11 7.1 7 5.0
Very important 10 6.5 0 0.0
Q.31 On time delivery
Irrelevant 29 18.8 72 51.4
Not important 30 19.5 36 25.7
No opinion 67 43.5 20 14.3
Important 15 9.7 12 8.6
Very important 13 8.4 0 0.0
Table 4.13
When respondents were asked about whether order tracking and deliver within the promised timeframe would affect their purchase intention from YesStyle. Interestingly,
respondents in both sample tend to these is matter is not important. However it is notable that with almost more than half of the UK sample stated irrelevant for both
questions, it can be said that the impact of these matters would be more influencing to UK respondents than HK respondents. In contrast, figure 4.10 shows respondents
in both samples have a magnitude value on product performance and accuracy.

Fig 4.10

Question 33, regarding on the after sales services of refunding and exchanging. Table 4.14 shows HK respondents are quite neutral on the impact of the process of the
refund/exchange process, with 70% representing. On the other hand, UK sample seems to be more even distributed between important and not important, while both samples
are similar, however respondents in UK are more towards on thinking this issue as somewhat important, with 37% collectively. When respondents were asked about the
impact of being able to get the refund/ exchange products in a reasonable timeframe, the table with the bar chart has graphically shows the opinion of both samples, HK
respondents have greater value on a reasonable timeframe compare to UK respondents. Despite the fact that most UK respondents have significant importance towards the
timeframe of after-sale services, there are still a minority of the group indicated this matter as not important for them when considering buying from YesStyle.
Irrelevant Not important No opinion Important Very important Bar grapgh
Q.33 Easy and effortless refund/exchange process
HK (f) 5 12 108 17 12
Valid% 3% 8% 70% 11% 8%
UK (f) 3 42 44 25 26
Valid% 2% 30% 31% 18% 19%
Q.34 Able to get the refund or exchange product in a reasonable time frame
HK (f) 1 8 35 89 21
Valid% 1% 5% 23% 58% 14%
UK (f) 15 39 21 45 65
Valid% 11% 28% 15% 32% 46%
Table 4.14

Analysis
Factor Description HK UK
Q27-Q31, Q33-Q34 Mean Mode Mean Mode
Order Fulfilment and reliability Flexible payment method

3.8 4 3.5 4
Order Fulfilment and reliability Flexible delivery method 3.4 4 3.7 4
Order Fulfilment and reliability Product performance and accuracy 4.6 5 4.9 5
Order Fulfilment and reliability Ability to track my order 3.2 4 3.9 4
Order Fulfilment and reliability On time delivery 3.6 4 3.8 4
Order Fulfilment and reliability Easy and effortless refund/exchange process 3.9 4 4.6 5
Order Fulfilment and reliability Able to get the refund/exchange product in a reasonable timeframe 4.2 5 4.8 5
Overall 3.6 3 4.3 4

Table 4.15
Clearly, both samples have quite distinctive opinion regarding on the importance of order fulfillment as shown in table 4.15. It indicated on time delivery, with a
least mean rate of 3.1, has a smaller impact on respondents decision on purchasing from YesStyle compare to other elements. In the other words, HK respondents tend to
have less concern of whether YesStyle can deliver within their promised timeframe. HK respondents tend to have a balanced response with other issues, with a balanced
mode rate 3, regarding on flexible payment and shipping method, product performance and the after sales activity. However one similar within the HK and UK sample is
they both thin product performance and accuracy as the a huge factor that would affect their decision on purchasing. Moreover, UK respondents tend to have stronger
emphasis on order fulfilment than HK respondents, especially regarding on delivery and refund matters, with a mode rate of 7.

4.2.7 Customer Support and Services (Communication)
This section examines the result of to what extend customer services and support within the online environment affect respondents’ purchase intention.
Fig 4.11
Figure 4.11 indicated the different opinion within HK and UK respondents. In line chart it shows even YesStyle provide such information and policies intending to ease
out consumers’ uncertainty, the majority of HK respondents pay no particular consideration when purchasing on YesStyle, with only a small portion of the group take
significance regarding on this element. However UK respondents have opposite opinions, with 42% of the UK sample indicated they think it is important to them when
thinking of buying from YesStyle.
Fig 4.12
Figure 4.12 reflects the majority of respondents in both samples from UK and HK think if purchased at YesStyle being able to refund is critically important. Although
there were more respondents in the UK who have no opinion than think being able to refund is important, yet with a large number of indicating this matter is very
important, both samples have similar percentage of the opinion between important and very important.
HK UK
Q.35 Able to easily get in touch with YesStyle personnel if needed
(f) Valid% (f) Valid%
Irrelevant 2 1.3 19 13.6
Not important 5 3.2 23 16.4
No opinion 25 16.2 36 25.7
Important 36 25.7 59 38.3
Very important 26 18.6 63 40.9
Q.36 YesStyle would respond quickly if I posted a comment or enquiries
Irrelevant 1 0.6 9 6.4
Not important 18 11.7 19 13.6
No opinion 75 48.7 27 19.3
Important 37 24.0 51 36.4
Very important 23 14.9 34 24.3
Table 4.16
Question 35 and 36 are relating to the impact of communication between YesStyle and consumers. By looking at table 4.16, UK respondents are more concern of getting in
touch with staff from YesStyle as well as being efficient, compare to HK respondents the influence of having proactive communication have grater impact on UK
respondents.
Analysis
Factor Description HK UK
Q19,Q32-Q36 Mean Mode Mean Mode
Customer support and services Provides enough and relevant information (e.g. FAQs, uncertainty reducing policies) that ease out my concerns 2.8 3 3.5
4
Customer support and services Able to refund/exchange when unsatisfied 4.2 5 4.4 5
Customer support and services Able to easily get in touch with YesStyle personnel if needed 3.2 3 4.1 5
Customer support and services YesStyle would respond quickly if I posted a comment or enquiries 3.3 3 3.6 4
Overall 3.6 3 3.6 3
Table 4.17 Result of customer support and services
However the overall score within the customer support and services category as shown in table 4.17 shows both samples are note to be identical. Both UK and HK
respondents are taking much importance on the refund and exchange services with YesStyle before actual purchase. Still, it can be said that UK respondents furthermore
would be affected by the interaction with YesStyle, meaning HK respondents have much concern of the ability of getting in touch with YesStyle’s personnel.

To conclude, a full table with all elements and mean values are presented in Appendix A. The most important factor impacting respondents purchase decision at YesStyle
according to the findings are order fulfilment, with two elements ranking at the top, product performance and accuracy, and the ability track their order. The result
supports the findings of chapter 2, where online retailers should not overlook delivery as a major factor affecting consumers to chose which site to shop from, and
consider as even more important than the appearance and large range of product selection (Royal Mail, 2014). Indeed, products range with an identical mean value of
4.5 which is the same with the ability to track orders, have ranked third within this study.
4.3 Consumer Satisfaction towards YesStyle
This section is where respondents were asked to rate their overall experiences based on previous experiences and indicated the overall quality of YesStyle. Table 4.18
provides the comprehensive results from question 37 to 46.

Table 4.18 YesStyle’s Web Quality
Q. 37-Q42 Global Quality Mean
The overall quality of my purchase experience with YesStyle is… HK UK
Web design 3.8 3.9
Product rang and Price range 3.7 4.1
Information quality and details (Fashionability) 3.9 4.0
Quick and Social contact 3.2 3.9
Privacy and Security 3.9 4.1
Order Fulfilment/ Reliability 3.5 3.4
Customer support/ service 3.4 3.1
Overall 3.7 3.9
Regarding on the quality of the YesStyle, respondents are quite satisfied with an overall 3.7 and 3.9 mean score for each sample. The overall satisfaction level of
web design is considered as intermediate as well as its importance level for both UK and HK consumer, which indicated web design does not necessarily have an influence
regarding on purchase decisions. Noted in table 4.18, UK respondents are most satisfied with the product range and price level, and quick and social contact of
YesStyle where HK respondents were most pleased with its transactional security and safety and information fashonability. Quick and social contact is note to be the
weakest element within the HK sample and respondents are not pleased with their experience with YesStyle regarding on the efficiency and socialisation, with the least
mean value of 3.2, in contrast, UK respondents are quite satisfied with a mean value of 3.9. On the other hand, UK respondents are generally happy with their
experience, however are not satisfied with YesStyle’s customer support and services, with the lowest mean score of 3.1 where other elements are note to be high. By
looking it the other way, the factors with the lower mean value are much likely to be the constraints for respondents to purchased again from YesStyle.

Appendix A
HK UK Total Total
Web Design Clear, simple with an appropriate layout, including colouring and overall appearance 3.7 2.9 3.5 3.2
Web Design Easy to use and navigate, able to know my way around quickly 3.8 3.8
Web Design Accessible and findable on any devices, browsers and search engines 3.0 3.0
Product and Price YesStyle’s products range and selections 4.4 4.5 3.6 4.5
Product and Price YesStyle’s price range/ overall price level 3.1 4.5
Product and Price YesStyle’s shipping cost 3.3 4.5
Information Quality and Details Relevant and accurate information 3.4 3.5 3.8 3.6
Information Quality and Details Detail products description/ information 4.4 4.2
Information Quality and Details Up to date information/product and fashion trends 3.9 4.0
Information Quality and Details Visualisation, being able to zoom in and out, rotate, interact with the product 3.9 3.5
Information Quality and Details Reliable reviews and ratings 3.6 2.9
Quick and Sociable Neat product assortment and convenient to use while browsing 3.4 3.5 3.7 3.6
Quick and Sociable Easy and smooth order/payment process 3.9 3.6
Quick and Sociable Recommendations that suits my needs 3.6 3.8
Quick and Sociable Updates on online community platform (Instagram, Facebook, Twitter etc.) 3.6 3.8
Quick and Sociable Interaction with other YesStyle consumers 4.1 3.5
Privacy and Security YesStyle’s payment security 4.2 3.9 4.1 3.9
Privacy and Security YesStyle’s personal data safety 4.0 3.8
Order Fulfilment and reliability Flexible payment method 3.8 3.5 3.8 4.2
Order Fulfilment and reliability Flexible delivery method 3.4 3.7
Order Fulfilment and reliability Product performance and accuracy 4.6 4.9
Order Fulfilment and reliability Ability to track my order 3.2 3.9
Order Fulfilment and reliability On time delivery 3.6 3.8
Order Fulfilment and reliability Easy and effortless refund/exchange process 3.9 4.6
Order Fulfilment and reliability Able to get the refund/exchange product in a reasonable timeframe 4.2 4.8
Customer support and services Provides enough and relevant information (e.g. FAQs, uncertainty reducing policies) that ease out my concerns 2.8 4.5
3.4 4.6
Customer support and services Able to refund/exchange when unsatisfied 4.2 4.6
Customer support and services Able to easily get in touch with YesStyle personnel if needed 3.2 4.7
Customer support and services YesStyle would respond quickly if I posted a comment or enquiries 3.3 4.7

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