Online Consumer Choice: Footwear Design and Visual Presentation

Authors

  • Osmud Rahman Ryerson University

Abstract

There has been scant empirical research devoted to footwear. The purpose of this study is to gain a better understanding of how female consumers search, select and evaluate footwear. A mixed-research approach was employed for this study. A questionnaire survey and semi-structured interview were conducted with 21 female students, including the five participants who took part in the eye-tracking study. A total of six different pairs of shoes were selected for the investigation of eye-tracking process. According to the results of this study, fit and comfort are the two most important factors for footwear evaluation. This study also indicated that fit, comfort and style are closely related. Many participants did not feel comfortable purchasing shoes online without trying them on. The results of eye-tracking study indicated that majority of the participants spent more time viewing the top, side and toe of the shoes rather than the back and ankle.

Author Biography

  • Osmud Rahman, Ryerson University
    Osmud Rahman is an Associate Professor in the School of Fashion, Ryerson University. His works have appeared in various journals such as The Design Journal, International Journal of Design, Journal of Fashion Marketing and Management, Journal of Retailing and Consumer Services, Fashion Theory, Fashion Practice, Journal of Intercultural Communication Research, International Journal of Fashion Studies and International Journal of Fashion Design, Technology and Education. His research interests lie in the areas of consumer behaviour, fashion design and aesthetic, cultural identity, fashion consumption, subculture, communication and cross-cultural studies.

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Published

2018-10-15

Issue

Vol. 10 No. 4 (2018)

Section

Peer Reviewed Article

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