The discussion of results begins with observations about patterns in the research data.
The data shown in Table I on the relative importance of clothing web site attributes and
on perceived attributes of favorite clothing web sites suggest attributes that clothing
retailers’ web sites should possess to attract college students. The respondents in this
study put relatively high importance on such attributes as the following: easy
navigability and payment; provision of color, size, price, and other product information;
allowance for order tracking and return of unwanted items; and security of credit-card
numbers and personal information. As seen in Table I, the mean values for the responses
on relative importance of clothing web site attributes generally track with those for
perceived attributes of favorite clothing web sites: Respondents tended to rate their
favorite web sites most (least) highly in the attributes they considered most (least)
important