Capturing Online Fashion Shopping Experiences: a Screencast Videography

Fatema Kawaf, Sheffield Hallam University, UK
Through the lens of videography researchers have captured the finest details of consumption experiences. Here, I present online videography to capture the online fashion shopping experiences. Using Critical Incident Analysis I highlight the process of the experience and the main incidents that influence approach-avoidance decisions within this process.
[ to cite ]:
Fatema Kawaf (2014) ,"Capturing Online Fashion Shopping Experiences: a Screencast Videography ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 757-757.