Cube Assessment Framework for B2C Websites Applied to the Fashion Industry

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    The paper proposes a framework for assessment and design of B2C websites focussing on Web 2.0 and social media as vehicles for involvement of current and potential customers. Three overall strategic dimensions are proposed for characterization of websites, whether the 1) purpose is branding or e-commerce, 2) communication is one-way or two-way, 3) focus is transaction or innovation. When these three strategic binary dimensions are combined, we get 2 x 2 x 2 or a total of 8 different triplet combinations. The framework is used for an assessment of 15 fashion websites in the years 2006, 2008 and 2010.
    Original languageEnglish
    Publication date2011
    Number of pages9
    Publication statusPublished - 2011
    EventInternational Conference on Electronic Business (ICEB) 2011 - Bangkok, Thailand
    Duration: 29 Nov 20111 Dec 2011
    Conference number: 11


    ConferenceInternational Conference on Electronic Business (ICEB) 2011
    Internet address

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