This study examined differences in e-service attributes available on men's and women's apparel websites. Content analysis was conducted on 97 women's and 97 men's apparel websites to analyze them based on the nine dimensions of the E-A-S-QUAL model. The results found that women's websites provided more e-service attributes that improve quality than men's websites. Specifically, almost half of the analyzed e-service attributes showed significant differences between women's and men's websites. The findings suggest men's apparel retailers need to provide more sophisticated e-services in order to better serve male customers online.

1. The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0960-4529.htm
E-service attributes available on
men’s and women’s apparel web
sites
Minjeong Kim
Merchandising Management Program,
Department of Design and Human Environment, Oregon State University,
Corvallis, Oregon, USA
Jung-Hwan Kim
Department of Retailing, College of Hospitality, Retail and Sport Management,
University of South Carolina, Columbia, South Carolina, USA, and
Sharron J. Lennon
Department of Fashion and Apparel Studies, University of Delaware, Newark,
Delaware, USA
Abstract
Purpose – The purpose of this study is to examine whether service attributes available on women’s
apparel web sites differ from those available on men’s apparel web sites in relation to the nine
dimensions of E-A-S-QUAL (E-S-QUAL for apparel).
Design/methodology/approach – Using three separate sources, 97 women’s and 97 men’s apparel
web sites were selected, which constituted a variety of apparel retail web sites that are a fair
representation of available US retail apparel web sites. ANOVAs and chi-square analysis were
performed.
Findings – The results of content analysis suggest that differences exist between women’s and men’s
apparel web sites in providing online services that improve e-service quality in such a way that
women’s web sites provided more service attributes that improve e-service quality than men’s web
sites.
Practical implications – The results of content analysis suggest that the distribution or
availability of almost half the e-service attributes analyzed significantly differed between women’s
and men’s apparel web sites. For the further growth of men’s apparel shopping via the internet,
e-retailers of men’s apparel need to provide e-services at a more sophisticated level.
Originality/value – This study provides valuable information to both men’s and women’s apparel
e-retailers to understand their current performance in delivering e-service and areas for improvement.
Keywords Electronic commerce, Internet shopping, Clothing, Gender, Customer service management,
United States of America
Paper type Research paper
Introduction
The internet has become an important medium for the sale of products (Corbitt et al.,
2003). About 60 percent of web users make 36 web purchases a year. A majority of web
users consider the web a critical information source (Internet Retailer, 2008a). Prior to
holiday 2009, 85 percent of consumers indicated that they planned to shop online and
about 70 percent planned to purchase online for holiday gifts (Internet Retailer, 2009a).
With the current economic recession, although the growth rate has slowed, e-retailing
E-service
attributes on
web sites
25
Managing Service Quality
Vol. 21 No. 1, 2011
pp. 25-45
q Emerald Group Publishing Limited
0960-4529
DOI 10.1108/09604521111100234

2. is still growing at a much faster rate than other retail channels, taking a larger share of
total retail sales (Internet Retailer, 2009b). Forrester Research has predicted that US
e-retail sales will grow 10 percent by 2014, up from 6 percent in 2009, and represent 8
percent of total retail sales (Schonfeld, 2010).
With the growth of e-retailing, there has been an increasing emphasis on e-service
quality (Kim et al., 2006; Madu and Madu, 2002). Also, with a growing number of
multi-channel retailers, retail web sites play a central role in influencing consumers’
satisfaction with online shopping experience and ultimately driving offline sales
(TMCnet.com, 2005). Considering the crucial role of e-service quality on successful
e-retailing, it is important for e-retailers to understand important e-service attributes to
better meet the needs of their target customers.
Parasuraman et al. (2005) developed E-S-QUAL as a measure of e-service quality
based on the traditional SERVQUAL model. Compared to other measures of service
quality, the dimensions of E-S-QUAL broadly contain all phases of customer’s
interaction with a web site. However, there is a limitation when applied to retail web
sites where product presentations are critical in consumer purchase decisions such as
apparel. Addressing such limitations, Kim et al. (2006) developed a modified E-S-QUAL
model labeled as E-A-S-QUAL. The E-A-S-QUAL model consists of nine core service
dimensions reflecting an extensive list of e-service attributes available on apparel retail
web sites. Kim et al. further provided a comprehensive assessment of 111 women’s
apparel e-retailers in providing e-service attributes. However, Kim et al. did not address
potential differences or similarities between men’s and women’s web sites because of
their focus on women’s apparel web sites only.
Anecdotal evidence from industry suggests gender differences in perceptions of
e-shopping and purchasing behaviors (Cotton Inc., 2007; Van Slyke et al., 2002).
According to Fallows’s Pew Internet & American Life Project (Fallows, 2005), men are
heavier users of the internet, do more activities online, are less enthusiastic about
online communication, perform more transactions, explore more information, look for
more recreational activities online, are more tech savvy, and are more interested in new
technology than women. Since gender differences may exist, it is important to evaluate
men’s apparel web sites in their performance in delivering e-service attributes in
comparison to women’s web sites.
Additionally, apparel shopping has traditionally been considered the realm of
women. However, evidence suggests more men than ever before are engaged in
shopping, especially for apparel. Men are spending more time shopping for themselves
and showing more interest in buying personal grooming products. According the NPD
group, three out of four men shopped for themselves in 2009 and men’s apparel sales
totaled over $51 billion in 2009 (Reda, 2010). Furthermore, the internet may provide a
safer shopping outlet for men who may have been stereotyped as a function of sexual
orientation (Tuncay and Otnes, 2008). Thus, men’s shopping for apparel via the
internet is likely to increase.
Extending the Kim et al. (2006) research, the purpose of this study is to examine
whether e-service attributes available on men’s apparel web sites differ from those
available on women’s apparel web sites. The findings of the study are expected to
provide valuable information to both men’s and women’s apparel e-retailers to
understand their current performance in delivering e-service and areas for
improvement.
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3. Conceptual foundations
Satisfaction is the consumer’s summary response to an experience regarding a product,
service, or retailer (Giese and Cote, 2000). Research evidence supporting the positive
impact of satisfaction on consumer patronage behaviors has been well documented
(Cronin et al., 2000; Deveraj et al., 2002). Satisfaction is critical to the retailers’ success
due to its impact on consumer loyalty (Skogland and Siguaw, 2004). To achieve loyalty,
retailers need to enhance customer satisfaction (Oliver, 1997). Loyal customers tend to
buy more, are willing to pay higher prices, and generate positive word-of-mouth, all of
which positively influence profitability of a company (Zeithaml et al., 1996).
In an e-retailing context, Anderson and Srinivasan (2003, p. 125) defined
e-satisfaction as “the contentment of the customer with respect to his or her prior
purchasing experience with a given e-commerce firm”E-A-S-QUAL. In e-retailing
where competition is fierce and switching costs are minimal, customer loyalty via
enhanced satisfaction is integral to e-retailers’ success (Grewal et al., 2004). Bailor
(2006) argued that the e-retailing industry is one of the best industries at inspiring
loyalty among its customers. According to the 2006 Loyalty Report for Online Retail,
eight e-retailers including eBay, Amazon.com, iTunes, Land’s End, L.L. Bean, QVC,
Victoria Secret, and Walgreens have highly loyal customer bases. The average amount
of revenue growth for these eight e-retailers was almost 20 percent higher than other
e-retailers with less loyal customer bases.
In their investigation of the web site characteristics influencing consumer
satisfaction, Szymanski and Hise (2000) found that convenience, site design, and
financial security were the three key determinants of consumer e-satisfaction. Yang
and Wu (2009) also showed that web site features like advanced image interactivity
enhanced consumer satisfaction, which in turn increased browsing and purchasing.
Shankar et al. (2003) further found that the impact of satisfaction on loyalty is stronger
online than offline because it is easier for satisfied customers to choose service
providers again online than offline.
In e-retailing where no salespeople are present and direct human interaction is
limited, making services available at the click of a mouse is an important aspect of
customer service. In the context of this study, it is posited that providing more service
attributes on retail web sites contributes to enhanced satisfaction for e-shoppers, which
will eventually build customer loyalty.
Review of literature
E-service quality
Zeithaml et al. (2002, p. 11) define e-service quality as “the extent to which a web site
facilitates efficient and effective shopping, purchasing, and delivery”. As a measure of
e-service quality, the E-A-S-QUAL model contains an extensive list of service
attributes available on apparel retail web sites (Kim et al., 2006). It includes nine
dimensions: six dimensions from E-S-QUAL (efficiency, fulfillment, system
availability, privacy, responsiveness, and contact) and three additional dimensions
(personalization, information, and graphic styles).
The efficiency dimension is defined as “the ease and speed of accessing and using
the site” (Parasuraman et al., 2005, p. 220). It refers to ease of web site access, simplicity
of using the site, ease of finding information, and fast checkout with minimal effort.
Individuals who shop online usually are time-starved (King et al., 2004) and expect fast
E-service
attributes on
web sites
27

4. and efficient processing of transactions. If online users are discouraged in their efforts
to find information or complete transactions, they are more apt to abandon the site
(Srinivasan et al., 2002). Parasuraman et al. (2005) indicated that efficiency has a strong
impact on overall quality perceptions and loyalty intentions.
The fulfillment dimension is defined as “the extent to which the site’s promises
about order delivery and item availability are fulfilled” (Parasuraman et al., 2005, p.
220). According to Yang and Fang (2004), accurate order fulfillment and keeping
service promises are key service quality elements connected to customer satisfaction.
The system availability dimension is defined as “the correct technical functioning of
the site” (Parasuraman et al., 2005, p. 220). When consumers use a web site for
browsing or purchasing, functional problems such as missing links and non-working
buttons lead to frustration and exiting. According to Internet Retailer (2006a), more
than 90 percent of consumers abandon an online retail site because of poor system
availability.
The privacy dimension is defined as “the degree to which the site is safe and
protects customer information” (Parasuraman et al., 2005, p. 220). Privacy concern is a
major barrier for online purchasing (Kwon and Lee, 2003). The privacy dimension has
been shown to have a strong impact on purchase intent (e.g. Loiacono et al., 2002) and
perceptions of overall site quality (e.g. Yoo and Donthu, 2001).
The responsiveness dimension is defined as “effective handling of problems and
returns through the site” (Parasuraman et al., 2005, p. 220). Responsiveness measures
e-retailers’ ability to provide appropriate problem solving information to customers,
having mechanisms for handling returns, and providing online guarantees. The
contact dimension is defined as “the availability of assistance through telephone or
online representatives” (Parasuraman et al., 2005, p. 220). According to Wolfinbarger
and Gilly (2003), these two service dimensions are key service qualities that affect
attitudes towards the site.
The personalization dimension is defined as “understanding the specific needs of
customers, and providing service related to convenience” (Kim et al., 2006, p. 57). To
survive in the competitive e-marketplace e-retailers should be aware of the importance
of understanding their target customers and providing what those customers need
(Internet Retailer, 2006b). Personalization is shown to lead to higher consumer
patronage intention (Srinivasan et al., 2002).
The information dimension is associated with company and product related
information (Kim et al., 2006). Compared to traditional retail stores where shoppers can
easily interact with a salesperson when questions arise, online shoppers largely rely
only on information that is made available on the web site. Lack of company and
product related information online may be related to perceived risk and may lead to
consumers exiting the site without purchasing. For example, Shop.org (2001) reported
that over 60 percent of online shoppers exited prior to completion of a transaction due
to distrust. Perceived risks related to customers’ inability to touch and try on apparel
before purchasing might be crucial obstacles for customers and reasons to avoid
purchasing apparel online (e.g. Park and Stoel, 2005).
Graphic styles include color, layout, font size, number of photographs, graphics, and
animation. Graphic style is an important service dimension for apparel retail web sites.
Since apparel is a product that requires sensory evaluation, various visual presentation
techniques are vital to online apparel retailers (Kim and Lennon, 2008).
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5. Gender differences
Generally men are considered to be more utilitarian shoppers compared to women who
have a more hedonistic shopping orientation (Hu and Jasper, 2004). Research has
shown that men generally put more emphasis on convenience when shopping and have
stronger loyalty to a store than women (Hart et al., 2007). On the other hand, women
tend to consider shopping as a leisure activity and shop more than men (Bakewell and
Mitchell, 2004).
Traditionally, shopping has been considered women’s territory. However, the
combined effects of growing media influences, changing gender roles in society, and
cultural changes have led to changes in such traditional views (Byrne, 2006; Reda,
2010). Especially men under 35 tend to shop more like women than men, meaning that
they like to browse and experience the shopping process (Byrne, 2006). Teen boys have
a strong influence on their family purchase decisions and spend over $100 billion each
year (Byrne, 2006). More than half the men sampled in Hill and Harmon’s research in
2007 were primary grocery shoppers compared with one out of ten in 1995. Men were
found to consider shopping for clothes to be equally appropriate for men and women
(Hill and Harmon, 2007). According to the NPD report, three out of four men shopped
for themselves in 2009 (Reda, 2010).
Euromonitor International predicted a strong growth of the men’s grooming market
in the health and beauty industry (Emerson, 2004). In 2003, men spent over $6 billion
for personal care products (Emerson, 2004). The men’s grooming industry has reached
$20 billion worldwide and is expected to reach $28 billion by 2014 (Reda, 2010). Men’s
grooming sales also surged in 2006 and 800 new male-only products were expected
that year (Byrne, 2006). Demand for male-only products has outstripped the general
market, especially for young men (Emerson, 2004).
Fashion has become something men are also interested in and involved with
(Bakewell et al., 2006). In recent years, men’s apparel sales have held healthy growth
rates at 5.5 percent, outpacing the growth in women’s apparel sales in some years. In
2009 men’s apparel sales totaled over $51 billion. Manrai et al. (2001) found that men
were more fashion conscious than women in Eastern European Countries. In their
research on generation Y male consumers’ fashion consciousness, Bakewell et al. (2006)
found that generation Y men were interested in and involved with fashion. However,
their interest and positive attitudes toward fashion did not necessarily translate to
actual shopping and buying behaviors. Generation Y men were fashion conscious, but
they were cautious consumers. A concern for being stereotyped as feminine was one of
the key barriers for men to adopt new fashion despite their awareness and
consciousness of fashion (Bakewell et al., 2006). Considering that e-shopping can be
done in the comfort of one’s own home, it provides a convenient and private way for
men to shop.
However, industry reports suggest that men and women behave differently online
(Kattan, 2009). While women shop more and do more purchasing activities in
traditional shopping, they are less likely to purchase and spend less money online than
men (Johnson and Learned, 2004). Overall, more women use the internet than men,
however once logged-on men tend to spend more time online than women (Kattan,
2009). eMarketer research also found that men are much more interested in watching
online videos than women, while women are more likely to use online communication
tools like blogging or social networking sites (Kattan, 2009). Similar to store shopping,
E-service
attributes on
web sites
29

6. the Pew Internet and American Life project found that women shop around and
socialize when online, whereas men like to get in and out to get what is needed (Kattan,
2009). Van Slyke et al. (2002) further found that men had more favorable attitudes
toward e-retailing and higher purchase intentions than women. For instore and online
retailing, men tend to be purchasers and women tend to be browsers (Korgaonkar and
Wolin, 1999; Van Slyke et al., 2002). Also men are more functional shoppers and
consider the convenience of saving time more important than other aspects of
e-shopping (Seock and Bailey, 2008), whereas value is more important for women
(Cotton Inc., 2000). A study by Lifestyle Monitor (Cotton Inc., 2007) reported a fast
growth in male shoppers who actually were spending more per visit. The study also
suggested that men focus on the efficiency of shopping, and thus spend less time,
whereas women spend more time because they enjoy the process. Women are further
found to have higher levels of risk perception (Garbarino and Strahilevitz, 2004) and
security concerns (Cotton Inc., 2007) in e-retailing and thus have lower levels of trust
(Chaudhuri and Gangadharan, 2007). Owing to women’s higher risk perception, return
policies are likely to be more important for women shoppers (Cotton Inc., 2000). Women
also have higher demands for multisensory experiences for apparel shopping than men
(Cotton Inc., 2007). For example, research (Citrin et al., 2003) shows that women have a
greater need for tactile information than men. Such differences are expected to have
different implications for e-retailers.
Research questions
The following research questions guided this research.
RQ1. Do differences exist between men’s apparel web sites and women’s apparel
web sites in relation to the nine dimensions of E-A-S-QUAL?
RQ2. If differences are found, to what extent do service attributes available on
women’s apparel web sites differ from those on men’s apparel retail web sites?
Method
A content analysis of men’s and women’s apparel web sites was conducted to evaluate
apparel e-retailers’ performance in providing e-service attributes that facilitate efficient
and effective e-shopping. As a non-reactive research strategy, content analysis of retail
web sites allows researchers to determine online attributes thought to be important by
e-retailers.
Sample selection
Apparel was the product category used for the study due to its importance in
e-retailing. First of all, apparel is one of the key items sold in e-retailing. Sales volume
of apparel sold online has dramatically increased. According to comScoredata, e-sales
of apparel are up 40 percent as compared to the same time period in 2005 (Internet
Retailer, 2006c). During the 2007 holiday season, apparel and accessories sales ranked
second with 15.3 million online purchases (Internet Retailer, 2008b). Additionally,
consumers often need a great deal of information when purchasing apparel online due
to an inability to try on and physically examine the product. Thus, when purchasing
apparel, consumers rely more on e-service attributes available on the web sites than for
other consumer products like CDs and books.
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7. Both women’s and men’s apparel web sites were selected using three separate sources
(TOP 99 Apparel Retailers reported by Internet Retailer (2005), Yahoo! Directory, and the
111 apparel web sites from Kim et al. (2006)). From these sources, 97 women’s and 97
men’s apparel web sites were selected, which constituted a variety of apparel retail web
sites that are a fair representation of available US retail apparel web sites.
Instrument development and procedure
A coding guide of e-service attributes developed by Kim et al. (2006) was used in this
study. This coding guide includes an extensive list of e-service attributes available on
111 women’s apparel web sites created through a relevant pretest procedure (inter-coder
reliability of 0.92). The coding guide contains 76 e-service attributes representing the
nine dimensions of E-A-S-QUAL. Based on the coding guide, e-service attributes
available on 97 men’s and 97 women’s apparel web sites were identified for this study.
Results and discussion
Inter-coder reliability of 0.92 (by dividing agreements by total items in coding of the
selected 13 web sites) was found and thus relative reliability was established for
further analysis. To compare to what extent differences in e-service attributes exist
between women’s and men’s web sites in relation to the nine dimensions, ANOVAs and
chi-square analysis were performed. Prior to the main analyses, a chi-square
goodness-of-fit test was first performed to examine whether there was a significant
difference in the distribution of types of e-retailers between women’s and men’s apparel
web sites. In total, four different types of e-retailers were identified (see Table I):
(1) pure;
(2) store;
(3) catalog; and
(4) multi-channel.
A chi-square test showed that the distribution of types of e-retailers did not
significantly differ between women’s and men’s apparel web sites, x2 (3) ¼ 6.14,
p ¼ 20.11. Thus, the selected sample for women’s and men’s web sites was deemed
comparable in that respect.
Research question 1
In order to examine whether differences exist between women’s and men’s apparel web
sites on the nine dimensions of E-A-S-QUAL, ANOVAs were performed. For each
Women’s
web sites
Men’s
web sites
Sample f % f %
Types of e-retailers
Pure e-retailer (online only) 13 13.4 12 12.4
Store e-retailer (store and online) 39 40.2 43 44.3
Catalog e-retailer (catalog and online) 12 12.4 3 3.1
Multi-channel e-retailer (store, catalog, and online) 33 34.0 39 40.2
E-service
attributes on
web sites
31
Table I.
Characteristics of apparel
web site samples

8. service dimension, scores were summed to indicate the number of available e-service
attributes[1]. High scores indicated that more e-service attributes were available than
low scores. ANOVA was performed for each of the nine dimensions and revealed that
the availability of e-service attributes on six dimensions were significantly different
between women’s and men’s apparel web sites. The availability of e-service attributes
facilitating the “efficiency”, “fulfillment”, and “system availability” dimensions did not
significantly differ between women’s and men’s apparel web sites. However, there were
significant differences between women’s and men’s web sites in the availability of
e-service attributes facilitating the “privacy” [F ð1; 192Þ ¼ 12:11; p , 0.01],
“responsiveness” [F ð1; 192Þ ¼ 5:23; p , 0.05], “contact” [F ð1; 192Þ ¼ 4:67;
p , 0:05], “personalization” [F (1, 192) ¼ 6.29, p , 0.05], “information”
[Fð1; 192Þ ¼ 18:62, p , 0.0001], and “graphic styles” [F ð1; 192Þ ¼ 8:56; p ,0.01]
dimensions. Women’s apparel web sites provided more e-service attributes on five
dimensions of E-A-S-QUAL than men’s web sites for “privacy” [M ¼ 4:98 ðSD ¼ 1:53Þ
vs. M ¼ 4:19 ðSD ¼ 1:65Þ; “responsiveness” ½M ¼ 1:54 ðSD ¼ 0:52Þ vs M ¼ 1:36
ðSD ¼ 0:54Þ; “contact” ½M ¼ 3:40 ðSD ¼ 0:92Þ vs M ¼ 3:10 ðSD ¼ 1:0Þ;
“information” ½M ¼ 12:55 ðSD ¼ 1:74Þ vs M ¼ 11:27 ðSD ¼ 2:34Þ; and “graphic
styles” ½M ¼ 7:45 ðSD ¼ 2:90Þ vs M ¼ 6:23 ðSD ¼ 2:87Þ dimensions. For the
“personalization” dimension, men’s apparel web sites ½M ¼ 10:13 ðSD ¼ 3:78Þ
provided more e-service attributes than women’s apparel web sites ½M ¼ 8:87
(SD ¼ 3:16)].
Research question 2
To further examine specific e-service attributes of which the distribution or availability
differs between women’s and men’s apparel web sites, Chi-square goodness-of-fit tests
were performed on the nine dimensions and further on all 76 e-service attributes
organized under the nine dimensions of E-A-S-QUAL. The “efficiency” dimension
includes 15 attributes (see Table II for a complete list of coded attributes by the
corresponding dimension of E-A-S-QUAL). Of the 15 service attributes, the distribution
or availability of nine service attributes significantly differed between women’s and
men’s apparel web sites (see Table III for Chi-square statistics). For browsing options,
three options were currently available (i.e. view by page, view all, and previous-next
view). Results revealed that more men’s than women’s web sites had three browsing
options. For search engine, three different ways to use search engines were identified;
search by words, by product category, and by product number. Results showed that
more women’s web sites had two or more search engine options than men’s sites. For
comparison shopping, more men’s web sites had comparison shopping capability than
women’s sites. Although online comparison shopping has become more popular and
sought by online shoppers (Khan, 2004), women’s web sites did not utilize comparison
shopping. For sitemap and FAQs, more women’s web sites provided them than men’s
web sites. While sitemaps are considered a useful service feature that improves
shopping efficiency through easy navigation, close to half of the men’s web sites
analyzed did not provide sitemaps. Similar to sitemaps, FAQs provide immediate
answers to common questions and so can be very useful in an e-retail setting where no
salespeople are present to answer questions. Yet, nearly half of the men’s web sites
analyzed failed to provide FAQs. For multiple order option and express checkout, more
men’s web sites provided the options than women’s web sites. Surprisingly, express
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9. Women’s web sites Men’s web sites
Unavailable Available Unavailable Available
f % f % f % f %
Efficiency
Advanced search function 86 88.7 11 11.3 91 93.8 6 6.2
Browsing option
Unavailable 8 8.2 17 17.5
1 Option available 13 13.4 10 10.3
2 Options available 41 42.3 23 23.7
3 Options available 35 36.1 47 48.5
Search engine
Unavailable 14 14.4 12 12.4
1 Option available 8 8.2 49 50.5
2 Options available 26 26.8 30 30.9
3 Options available 49 50.5 6 6.2
Comparison shopping 97 100.0 0 0.0 46 47.4 51 52.6
Shopping cart 2 2.1 95 97.9 3 3.1 94 96.9
Text view option 96 99.0 1 1.0 97 100.0 0 0.0
Sitemap 5 5.2 92 94.8 45 46.4 52 53.6
FAQs (frequently asked questions) 8 8.2 89 91.8 35 36.1 62 63.9
Browsing instructions 76 78.4 21 21.6 83 85.6 14 14.4
Order instructions 51 52.6 46 47.4 62 63.9 35 36.1
Multiple order option 81 83.5 16 16.5 60 61.9 37 38.1
Alternative order method
Unavailable 53 54.6 60 61.9
1 Option available 22 22.7 15 15.5
2 Options available 10 10.3 14 14.4
3 Options available 11 11.3 8 8.2
Order from catalog
Unavailable 53 54.6 58 59.8
Available 44 45.4 32 33.0
Not applicable 0 0.0 7 7.2
Express checkout 88 90.7 9 9.3 11 11.3 86 88.7
E-billing 76 78.4 21 21.6 92 94.8 5 5.2
Fulfillment
Item availability 22 22.7 75 77.3 74 76.3 23 23.7
Order status tracking 10 10.3 87 89.7 14 14.4 83 85.6
Payment options
1 Option available 30 30.9 19 19.6
2 Options available 50 51.5 33 34.0
3 Options available 17 17.5 37 38.1
4 or more options available 0 0.0 8 8.2
Shipping method
Standard shipping only 0 0.0 2 2.1
Express shipping only 0 0.0 5 5.2
Both 97 100.0 90 92.8
(continued)
E-service
attributes on
web sites
33
Table II.
Frequency distribution of
e-service attributes

10. Women’s web sites Men’s web sites
Unavailable Available Unavailable Available
f % f % f % f %
Shipping option
To me only 5 5.2 12 12.4
To one alternative address 61 62.9 58 59.8
To multiple addresses 31 32.0 27 27.8
International shipping
Unavailable 51 52.6 42 43.3
Available 41 42.3 48 49.5
Only to Canada 5 5.2 7 7.2
System availability
Browser requirement 65 67.0 32 33.0 83 85.6 14 14.4
No dead links
Yes 73 75.3 97 100.0
No 24 24.7 0 0.0
Privacy
Privacy policy 5 5.2 92 94.8 6 6.2 91 93.8
Security policy 7 7.2 90 92.8 15 15.5 82 84.5
Term of use 49 50.5 48 49.5 47 48.5 50 51.5
Recall information 87 89.7 10 10.3 90 92.8 7 7.2
Affiliate program 49 50.5 48 49.5 51 52.6 46 47.4
Security certification 28 28.9 69 71.1 49 50.5 48 49.5
Investor relations 61 62.9 36 37.1 59 60.8 38 39.2
Business ethics 7 7.2 90 92.8 53 54.6 44 45.4
Responsiveness
Satisfaction guarantee 43 44.3 54 55.7 59 60.8 38 39.2
Return/exchange policy 2 2.1 95 97.9 3 3.1 94 96.9
Contact
Interactive shopping aid
Unavailable 78 80.4 81 83.5
Live help 12 12.4 14 14.4
Instant library help 7 7.2 2 2.1
Company contacts
1 Option available 3 3.1 6 6.2
2 Options available 15 15.5 21 21.6
3 Options available 38 39.2 43 44.3
4 Options available 41 42.3 27 27.8
Personalization
Alteration service 94 96.9 3 3.1 78 80.4 19 19.6
Deferred billing 84 86.6 13 13.4 84 86.6 13 13.4
Gift wrapping 41 42.3 56 57.7 56 57.7 41 42.3
Gift card 36 37.1 61 62.9 24 24.7 73 75.3
E-gift card 85 87.6 12 12.4 66 68.0 31 32.0
Online store credit card 59 60.8 38 39.2 62 63.9 35 36.1
Free shipping 89 91.8 8 8.2 58 59.8 39 40.2
MSQ
21,1
34
Table II. (continued)

11. Women’s web sites Men’s web sites
Unavailable Available Unavailable Available
f % f % f % f %
Suggestions for items
Unavailable 28 28.9 30 30.9
Alternative products 8 8.2 12 12.4
Matching products 25 25.8 19 19.6
Both 36 37.1 36 37.1
Promotions
Unavailable 11 11.3 12 12.4
1 Type of promotion 26 26.8 18 18.6
2 Types of promotion 39 40.2 20 20.6
3 Types of promotion 14 14.4 9 9.3
4 or more types of promotion 7 7.2 37 38.1
Wish list 56 57.7 41 42.3 65 67.0 32 33.0
E-mail service 1 1.0 96 99.0 14 14.4 83 85.6
E-mail to a friend option 35 36.1 62 63.9 45 46.4 51 52.6
Printer-friendly option 83 85.6 14 14.4 11 11.3 86 88.7
Catalog request 52 53.6 45 46.4 55 56.7 41 42.3
Account management 9 9.3 88 90.7 27 27.8 70 72.2
Links to alternative sites 66 68.0 31 32.0 76 78.4 21 21.6
Personal shopper 90 92.8 7 7.2 89 91.8 8 8.2
Virtual community
Unavailable 95 97.9 97 100.0
Chat room 1 1.0 0 0.0
Bulletin board 1 1.0 0 0.0
Information
Company history 24 24.7 73 75.3 21 21.6 76 78.4
General company information 3 3.1 94 96.9 9 9.3 88 90.7
Store information 26 26.8 71 73.2 30 30.9 67 69.1
Shipping cost 0 0.0 97 100.0 11 11.3 86 88.7
Sales tax 2 2.1 95 97.9 45 46.4 52 53.6
Size chart
Unavailable 13 13.4 21 21.6
Measurement only 14 14.4 27 27.8
Measurement guide only 0 0.0 3 3.1
Both 70 72.2 46 47.4
Product descriptions (# of pieces of
information)
3 (Basic info: color, size, price) 2 2.1 2 2.0
4 (Basic info þ1 more) 1 1.0 1 1.0
5 (Basic info þ2 more) 11 11.3 21 21.6
6 (Basic þ3 more) 13 13.4 21 21.6
7 (Basic þ4 more) 70 72.2 52 53.6
Graphic styles
Back view 71 73.2 26 26.8 67 69.1 30 30.9
Side view 91 93.8 6 6.2 91 93.8 6 6.2
Larger view 9 9.3 88 90.7 21 21.6 76 78.4
E-service
attributes on
web sites
35
(continued) Table II.

12. Women’s web sites Men’s web sites
Unavailable Available Unavailable Available
f % f % f % f %
3-D rotation 96 99.0 1 1.0 96 99.0 1 1.0
Close-ups 51 52.6 46 47.4 70 72.2 27 27.8
Zoom function 58 59.8 39 40.2 71 73.2 26 26.8
Virtual model 95 97.9 2 2.1 96 99.0 1 1.0
Video presentation 92 94.8 5 5.2 97 100.0 0 0.0
Number of alternative images
None 9 9.3 9 9.3
1 Alternative image 24 24.7 46 47.4
2 Alternative images 28 28.9 16 16.5
3 Alternative images 28 28.9 11 11.3
More than 4 alternative images 8 8.2 15 15.5
Presented on mannequin 78 80.4 19 19.6 68 70.1 29 29.9
Presented on model 28 28.9 69 71.1 39 40.2 58 59.8
Presented on hanger 97 100.0 0 0.0 93 85.9 3 3.1
Presented as flat 66 68.0 31 32.0 32 33.0 65 67.0
Fabric swatches 40 41.2 57 58.8 75 77.3 22 22.7
Close-ups of fabric swatches 43 44.3 54 55.7 81 83.5 16 16.5
Alternative color view 42 43.3 55 56.7 52 53.6 45 46.4
Background music 92 94.8 5 5.2 96 99.0 1 1.0
Table II. Flash intro 76 78.4 21 21.6 82 84.5 15 15.5
checkout service was rarely available in women’s web sites even though it can make
purchasing more convenient, speed up shopping, and be attractive to time poor
shoppers. For order from catalog and e-billing service that allows customers to access
billing statements and current bill balance as well as process their payment via the
internet, more women’s web sites had these options available than men’s sites. Overall,
content analysis results indicated that men’s web sites provided more services
enabling easy comparison and convenient checkout, while women’s web sites provided
more services by providing an easy and convenient shopping process including
browsing and searching.
The “fulfillment” dimension includes six service attributes. Of them, the distribution
or availability of three service attributes significantly differed between women’s and
men’s web sites. For item availability, more women’s than men’s web sites provided
information about product availability, whereas for payment options, more men’s than
women’s web sites provided three or more payment options. For shipping method,
slightly more women’s than men’s web sites provided both standard and express
shipping options. Overall, content analysis results indicate that men’s web sites
provided more payment options, while women’s web sites provided more services
facilitating delivery options and product availability information.
For the “system availability” dimension, two service attributes were coded. The
availability of both service attributes significantly differed between women’s and men’s
web sites. For browser requirements, more women’s than men’s web sites provided
information about compatibility with internet browsers. On the other hand, more
women’s than men’s web sites had dead links. Given that technical failure of a web site
significantly affects consumer perceptions of overall service quality (Santos, 2003), the
MSQ
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36

13. Dimension/e-service attributes Chi-square goodness-of-fit
Efficiency
Browsing option x 2ð3Þ ¼ 10:45*
Search engine x2ð3Þ ¼ 63:55****
Comparison shopping x2ð1Þ ¼ 69:19****
Sitemap x2ð1Þ ¼ 43:11****
FAQs x2 (1) ¼ 21.78 * * * *
Multiple order option x2ð1Þ ¼ 11:45**
Order from catalog x2ð2Þ ¼ 9:12*
Express checkout x2ð1Þ ¼ 122:30****;
E-billing x2ð2Þ ¼ 24:64****
Fulfillment
Item availability x2ð1Þ ¼ 55:76****
Payment options x2ð3Þ ¼ 21:36****
Shipping method x2ð2Þ ¼ 7:26*
System availability
Browser requirement x2ð1Þ ¼ 9:23**
No dead links x2ð1Þ ¼ 27:39****
Privacy
Security certification x2ð1Þ ¼ 9:50**
Business ethics x2ð1Þ ¼ 51:06****
Responsiveness
Satisfaction guarantee x2ð1Þ ¼ 5:29*
Contact
Personalization
Alteration service x2ð1Þ ¼ 13:13****
Gift wrapping x2ð1Þ ¼ 4:64*
E-gift card x2ð1Þ ¼ 10:79**
Free shipping x2ð1Þ ¼ 26:98****
Promotions x2 (4) ¼ 29.15 * * * *
E-mail service x2ð1Þ ¼ 12:21****
Printer friendly option x2ð1Þ ¼ 106:99****
Account management x2ð1Þ ¼ 11:05**
Information
Shipping cost x2ð1Þ ¼ 11:66**
Sales tax x2ð1Þ ¼ 51:92****
Size chart x2ð3Þ ¼ 13:97**
Graphic styles
Larger view x2ð1Þ ¼ 5:68*
Close-ups x2 (1) ¼ 7.93 * *
Zoom function x2ð1Þ ¼ 3:91*
Video presentation x2ð1Þ ¼ 4:08*
Number of alternative images x2ð4Þ ¼ 19:73**
Presented as flat x2ð1Þ ¼ 22:84****
Fabric swatches x2ð1Þ ¼ 26:16****
Close-ups of fabric swatches x2ð1Þ ¼ 32:27****
Note: *p , 0.05; * *p , 0.01; * * *p , 0.001; * * * *p , 0.0001
E-service
attributes on
web sites
37
Table III.
A Chi-square
goodness-of-fit test for
e-service attributes

14. presence of dead links on women’s web sites is likely to have an adverse impact on
e-service quality and consumer satisfaction.
The “privacy” dimension includes eight service attributes. Of those attributes, the
availability of two service attributes significantly differed between women’s and men’s
web sites. For both security certification and business ethics, more women’s than men’s
web sites provided such information. Both security certification and information about
business ethics on a retail web site are expected to improve consumer confidence in
providing personal information and buying online. Yet, more than half of the men’s web
sites did not provide such services whereas many more women’s web sites provided
them. Overall, results suggested that women’s web sites provided more e-services
improving consumer confidence with a retail web site. Considering higher risk
perceptions of privacy and security among women shoppers (Garbarino and Strahilevitz,
2004), women’s web sites did a better job addressing such concerns than men’s web sites.
For the “responsiveness” dimension, two service attributes were coded. Of the two,
the availability of satisfaction guarantee significantly differed between women’s and
men’s web sites such that more women’s than men’s web sites provided satisfaction
guarantees.
The “contact” dimension includes two service attributes. Content analysis results
showed no difference in e-service attributes facilitating contact. Company contact is
critical to provide a positive online shopping experience. With the absence of
salespeople in an online shopping context, immediate customer service through
multiple channels (phone, e-mail, and live chat) is important to online business success.
The most important aspect is the proper implementation of those features such as live
chat, however, this feature was largely unavailable in both men’s and women’s sites.
Furthermore, industry reports suggested that many companies that utilized live chat
did not benefit from it mainly due to poor implementation. After successful
implementation of live chat, some e-retailers experienced a reduction in shopping cart
abandonment and an increase in overall customer satisfaction. Through live chat,
e-retailers can communicate with their customers and address customers’ questions
and concerns in an interactive way (Online Epidemics, 2007).
For the “personalization” dimension, 18 service attributes were coded; eight service
attributes out of the 18 significantly differed between women’s and men’s web sites. For
alteration service, more men’s than women’s web sites provided an alteration service,
which is parallel to in-store retailing practice. For gift-wrapping, more women’s than
men’s web sites provided a gift-wrapping service. Gift-wrapping is considered an
important customer service in e-retailing (Internet Retailer, 2003). Yet many web sites
failed to provide such service, especially men’s web sites, while it is likely that men shop
for gifts. For e-gift card and free shipping, more men’s than women’s web sites provided
e-gift card and free shipping services. This was surprising because shipping costs have
been found to affect women’s buying decisions more than men’s. According to Forrester
Research, about a third of young women surveyed said they do not purchase online
because of delivery cost, while only 18 percent of youngmen reported shipping costs as a
barrier (Internet Retailer, 2005). For promotions, the number of available promotions
differed between men’s and women’s web sites such that more men’s than women’s web
sites provided 3 or more types of promotions. According to reports by the E-tailing
Group (2007), women tend to be more influenced than men by promotions in their online
shopping behavior. Nonetheless, the results indicated men’s web sites utilize more
MSQ
21,1
38

15. variety of promotions than women’s web sites, suggesting that women’s web sites can
utilize more promotions to attract shoppers. According to the recent industry report,
nearly 70 percent of shoppers say that e-mail promotions would prompt them to visit a
retail web site (Retailcustomerexperience.com, 2010). For e-mail service and account
management, more women’s than men’s web sites provided these service attributes.
The “information” dimension includes seven attributes. Of those attributes, the
availability of three service attributes significantly differed between women’s and
men’s web sites. For all three attributes – shipping cost, sales tax, and size chart,
women’s web sites excelled men’s web sites in providing such service information.
Shipping cost is necessary information to make a purchase decision, yet more than 11
percent of men’s web sites failed to provide shipping cost information. It was
surprising that nearly half the men’s web sites analyzed did not have sales tax
information that determines final costs for consumers. Additionally, more women’s
web sites provided both measurement and measurement guides than men’s web sites.
Over 20 percent of men’s web sites did not provide size charts, although sizing
information is also critical for men’s apparel.
For the “graphic style” dimension, 18 service attributes generally related to visual
presentation of products were coded. Of the 18 attributes, the availability of eight
service attributes significantly differed between women’s and men’s web sites. For
larger view, more women’s than men’s web sites provided larger views. More than 21
percent of men’s web sites failed to provide larger images. Considering Kim and
Lennon’s (2008) findings that large pictures led to more positive attitudes toward
products, men’s web sites are advised to provide larger views of merchandise. For
other rich media including close-ups, zoom function, video presentation, and the
number of alternative images, more women’s than men’s web sites provided those
options to enhance visualization. Research findings suggest that rich media
applications reduce perceived risks, enhance the entertainment value of shopping,
and ultimately increase purchase intentions (Park et al., 2005; Jiang and Benbasat,
2007; Kim and Forsythe, 2008). Men’s web sites need to improve their visual
presentations to reduce levels of perceived risk associated with online product
examinations and ultimately encourage shoppers to make purchases.
For presented as flat, more men’s than women’s web sites presented their products
laid out flat. Recent research on online product presentation found that when apparel
items were presented on a model as opposed to flat, more positive emotional responses
to product presentation were elicited, leading to greater purchase intentions (Kim et al.,
2009). Thus, men’s web sites are advised to consider their presentation methods for
better shopping experiences for their customers. For fabric swatches and close-ups of
fabric swatches, more women’s than men’s web sites provided those options. Overall,
content analysis suggested that women’s web sites provided more services enhancing
visual presentation of products than men’s web sites.
Implications
This exploratory research identified the extent to which e-service attributes were
available in women’s and men’s apparel web sites and examined whether differences
exist between women’s and men’s sites in relation to the e-service dimensions. This
study further identified specific e-service attributes that differed in terms of their
availability between women’s and men’s web sites. The results of content analysis
E-service
attributes on
web sites
39

16. suggest that differences exist between women’s and men’s web sites in providing
online services that improve e-service quality in such a way that women’s web sites
provided more service attributes that improve e-service quality than men’s web sites.
The result of content analysis further suggests that the distribution or availability of
almost half of the e-service attributes analyzed significantly differed between women’s
and men’s apparel web sites. Overall, women’s web sites provided more e-services than
men’s web sites, while men’s web sites excelled women’s web sites for approximately a
quarter of the e-service attributes that significantly differed between women’s and
men’s.
Although one cannot make conclusive inferences about e-service quality without
actually measuring consumer perceptions and evaluations of online service attributes,
the overall extent to which e-service attributes are available on women’s and men’s
web sites appears to be different in such a way that women’s web sites generally
provided more e-service attributes than men’s web sites, especially for the “efficiency”,
“fulfillment”, and “graphic styles” dimensions. Men’s web sites excelled women’s web
sites in providing some specific e-services that provide comparison shopping
capability, convenient checkout, convenient browsing without dead links, more
payment options, alteration service, more promotions, e-gift card, free shipping, and a
printer-friendly option.
While women have traditionally been the dominant shoppers for apparel products,
an increasing number of men like to shop, especially for apparel products (Torres,
2006). Men’s e-shopping for apparel is also fast growing, accounting for $3 billion in
2009, up 19 percent from 2008.
There are increasing similarities in the way men and women shop, but differences
also still exist regarding how they shop, especially in an e-retailing context (Reda,
2010). Nontheless, e-shoppers’ expectations of efficient and effective shopping,
purchasing, and delivery are unlikely to differ between men and women. Many online
shoppers are time poor (King et al., 2004) and goal-oriented. Thus, e-services improving
convenience and ease of online shopping and purchasing are likely to improve
consumer satisfaction with the online shopping process and consumer perceptions of
e-service quality for both men and women shoppers. Some e-services may be more
gender specific than others. For example, alteration service is more common in men’s
apparel at brick-and-mortar stores, and it appears to be the same in online apparel
shopping. However, both men and women are likely to prefer many of the same online
services such as express checkout, free shipping, information about product
availability, and satisfaction guarantee, to name a few. Especially for online apparel
shopping, visual product presentation is considered a critical influence in the decision
to purchase apparel online (Kim and Lennon, 2008). Yet men’s web sites were far
behind most women’s web sites in providing e-services enhancing visual product
presentation that facilitate apparel product evaluations in online shopping. For the
further growth of men’s apparel shopping via the internet, e-retailers of men’s apparel
need to provide such e-services.
Prior research has suggested the importance of image interactivity on retail web
sites in positively influencing consumer attitude and behavioral intentions (Fiore et al.,
2005). Yet the findings of the study generally indicate a lack of interactivity across web
sites. Additionally, Retail Insight (as reported in E-tailing Group, 2007) found that one
in four adult online users were engaged in virtual social networking via web sites and
MSQ
21,1
40

17. one in three reported that their purchase decisions are affected by social networking
sites. Yet virtual community options including chat rooms or bulletin boards were
largely unavailable on both men’s and women’s web sites.
The findings of this study provide useful information for e-retailers of both women’s
and men’s apparel. The coding guide used for the study provides an extensive list of
e-service attributes available in apparel web sites. Thus, apparel e-retailers could use
the coding guide[2] from the study to evaluate their own performance of e-service
quality. Additionally, this study used a reasonably large size of the sample web sites
ðN ¼ 194Þ that is fairly representative of apparel retail web sites, ranging from small
companies without well-known brand names to large multi-channel retailers with
strong brand names. Thus, e-retailers could compare their own performance in
providing e-service attributes with the results of the content analysis provided in this
study and identify areas for improvement.
Limitations
This study entails several limitations. First, the sample web sites used for the study are
not a random sample of apparel retail web sites; thus the findings of the study may not
be generalizable to other apparel web sites. Second, the coding guide used has been
developed for apparel retail web sites; thus some online service attributes may not be
applicable to other product categories. Third, while special caution and care were taken
to select comparable women’s and men’s web sites, some unidentified differences may
exist between the two groups of web sites. Future researchers may wish to examine
consumer perceptions and evaluations of e-service attributes identified in this study
and to assess the extent to which the availability of e-service attributes influence
consumer satisfaction with online shopping and their purchase behaviors.
Notes
1. Some service attributes with specific coding schemes were modified so that high scores
indicate more service attributes available where applicable.
2. The coding guide is available from the first author.
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About the authors
Minjeong Kim is an Associate Professor in the Merchandising Management Program in the
Department of Design and Human Environment at Oregon State University. She received her
PhD from The Ohio State University and has published in Psychology Marketing, European
Journal of Marketing, Services Industries Journal, Managing Service Quality, Clothing and
Textiles Research Journal, Journal of Fashion Marketing and Management, International Journal
of Retail Distribution Management, Direct Marketing, and Family and Consumer Sciences
Research Journal. Her research interests include consumer behaviors in multi-channel retailing,
consumer misbehavior on Black Friday and sustainability in the retail industry. Minjeong Kim is
the corresponding author and can be contacted at: minjeong.kim@oregonstate.edu
Jung-Hwan Kim is an Assistant Professor in the Department of Retailing at the University of
South Carolina. She completed her doctoral degree in 2006 at The Ohio State University. She has
conducted research in consumer shopping behaviors, service quality of online and offline apparel
retail, and online visual merchandising. Her research has appeared in Journal of Fashion
Marketing and Management, Managing Service Quality, Clothing and Textiles Research Journal,
The Service Industries Journal, European Journal of Marketing, International Journal of Retail
Distribution Management, and Journal of Research in Interactive Marketing.
Sharron J. Lennon, Irma Ayers Professor, received her PhD from Purdue University in
Consumer Science and Retailing and studies dress and consumer behavior from a
social/psychological perspective. She teaches graduate and undergraduate courses related to
consumer behavior and dress. She has published more than 100 research articles and book
chapters in various publications including Clothing and Textiles Research Journal, Psychology
Marketing, Journal of Business Research, Journal of Retailing, and Journal of Fashion Marketing
and Management. Her current research interests include online shopping, consumer misbehavior
on Black Friday, consumption of fashion counterfeit products, and compulsive shopping. Sharron
J. Lennon is currently the Editor of the Clothing and Textiles Research Journal.
E-service
attributes on
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