The appeal of the omni-channels on lady casual wears retailing in China

Abstract

As the omni-channel retailing has become a clear trend, more and more retailers are trying it. Most of the fashion brands are groping and innovating since no historical cases for reference. The focus of this study is to examine the appeal of each omni-channel retailing functionalities from the existing solutions. With the lady casual wears as the research subject, 161 effective questionnaire surveys were conducted online. Functionalities were classified to three types of appeal factors to consumers by the exploratory factor analysis and then revised by the confirmatory factor analysis. The research hypotheses were developed using structural equation modeling, and the results supported the model.

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