Analysis of Online and In-Store Clothes Shopping Experiences Taking a User Journey Approach

Yılmaz Ünlü, Zeynep
In parallel to advancements in information and communication technologies (ICT), shopping has evolved as one of the most commonly carried out daily activities in people's lives. Different ways of shopping have emerged leading to reshaping shopping experiences. The research presented in the thesis particularly focuses on the changes in online and in-store clothes shopping experiences along with people's shopping channel and medium preferences. Therefore, after reviewing the literature, two-phase fieldwork is carried out. In the first phase, an online questionnaire is administered to 132 people to discover their preferences for clothes shopping channel and medium, as well as their level of embracing new technologies to achieve their goals. In the second phase, one-to-one interviews are conducted to gain in-depth knowledge of users clothes shopping experiences regarding their needs, expectations, and frustrations by taking a user journey approach. Consequently, insights and suggestions to design for enhanced future clothes shopping experiences are presented.


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Citation Formats
Z. Yılmaz Ünlü, “Analysis of Online and In-Store Clothes Shopping Experiences Taking a User Journey Approach,” M.S. - Master of Science, Middle East Technical University, 2022.