Browsing by Author "Marques, Maria Inês Neves"
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- Online styling boxes : understanding Portuguese consumers’ perceptions and intention to adoptPublication . Marques, Maria Inês Neves; Rita, MiguelOnline Styling Boxes offer consumers the possibility to receive orders filled with products selected by fashion experts. Motivated by the success of this business model internationally and the growing interest in online purchases by Portuguese consumers, this study proposes to identify their perceptions regarding this innovative service as well as identify motivators and barriers to the intention to adopt the service, if it were available in Portugal. With this aim, 13 in-depth interviews were carried out, followed by an online questionnaire that collected 165 valid answers. The results were analyzed using statistical methods including correlation tests and multiple linear regressions. This study made it possible to observe that the general reaction of the participants to the service was positive, as well as the intention to try it. The curation and advice by a professional stylist, flexibility to order whenever desired, not having to look for apparel, convenience, customization and the surprise factor are some of the main motivations to try the Online Styling Boxes. Not trusting another person to choose their clothes, price and complexity were the identified inhibitors.