ÜRÜN ÇEŞİTLİLİĞİNİN GÜCÜ: ÇOK FAZLA SEÇENEK MÜŞTERİ DENEYİMİNİ NASIL ETKİLER?*
THE POWER OF PRODUCT VARIETY: HOW DOES TOO MUCH CHOICE AFFECT THE CUSTOMER EXPERIENCE?

Summary/Abstract: The rise of online shopping has led to significant shifts in consumers' methods of purchasing goods and services. The proliferation of e-commerce platforms and the constantly expanding range of products at our fingertips present consumers with a broader and more diverse market than ever before. Among the various product categories offered online, the ready-to-wear clothing market stands out as one of the most dynamic and influential sectors. With its extensive variety in styles, sizes, and designs, the apparel industry has increasingly made online shopping more appealing to consumers. Consequently, online shopping platforms aim to broaden their product offerings to appeal to a broader audience with diverse preferences. This expansion raises a critical question: How does the extensive product variety available in online ready-towear clothing shopping affect customer satisfaction and loyalty intentions? This study aims to examine the relationship between product variety for ready-to-wear clothing products in online shopping, customer satisfaction, and customer loyalty intentions. The data were collected through an online survey form, yielding 471 valid responses that were subsequently analyzed. Statistical methods employed for data analysis encompassed frequency distribution, arithmetic mean, measurement model, and structural model testing. The research results demonstrate product variety's positive and significant impact on customer satisfaction and loyalty intentions in online ready-to-wear clothing shopping. Accordingly, online shopping platforms offering a wide range of apparel products positively influence customer satisfaction. Participants in the study believe that such platforms provide the opportunity for an extensive array of products. These findings indicate the potential for online shopping platforms to increase customer satisfaction by enhancing product variety. In this context, the importance of focusing on product variety strategies of online shopping platforms is emphasized.

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