Abstract
The purpose of this study is to evaluate online German fashion shopping websites from a customer perspective, based on a two-dimensional conceptual framework covering shopping experience and shopping quality. As the research methodology, an exploratory mystery shopping approach was used in order to compare online shops. The results were as follows. First, four categories of online shops were identified: heroes, marketing winners, process winners, and underperformers. Second, three main levers for improvement were elaborated: emotionality of websites, reducing complexity, and the introduction of an industry standard of payments. From these results, it is possible to analyze and benchmark websites and to adapt online marketing decisions as well as general management strategies for online fashion shopping companies. The study has originality and value as it is the first time that an evaluation of websites has combined the consumer's perspective before the purchase and its fulfillment (e.g. delivery) after the online purchase.
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