Attributes of apparel tablet catalogs: Value proposition comparisons

Tracie Tung, Tun Min Jai, Leslie Davis Burns

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


Purpose – To comprehend tablet catalog marketing, the purpose of this paper is to obtain an integrated descriptive analysis of tablet catalogs and to compare the value propositions between retailers’ and aggregators’ applications (apps). Design/methodology/approach – A total of 28 tablet catalog apps were content analyzed in terms of interface attributes. Next, based on the results, a χ2 analysis was applied to compare the value proposition between retailers and aggregators. Findings – The result showed that the value propositions of retailers and aggregators were significantly different in the Context, Customization, and Communication dimensions. In addition, the incongruence of emphasized dimensions among retailers is larger than that among aggregators. Research limitations/implications – Because mobile commerce exhibits fast-changing dynamics, the results from collected data may vary in different periods. However, the present results may provide a baseline of longitudinal study. The 8Cs framework expanded from the 7Cs framework may be applied to other studies. Practical implications – Retailers who attempt to engage in tablet catalog marketing may use the information and findings to facilitate their decision making. The list of the attributes can be a benchmark for a retailer to evaluate its current tablet catalog app or be a reference for those retailers who are planning to develop one. Originality/value – This study identified and demonstrated a need of adding a new “C,” Control, in the previous framework and introduced the expanded framework. In addition, this study provided a set of findings for further research in the area.

Original languageEnglish
Pages (from-to)321-337
Number of pages17
JournalJournal of Fashion Marketing and Management
Issue number3
StatePublished - Jul 8 2014


  • Applications
  • Attributes
  • Catalogues
  • E-service
  • M-commerce
  • Tablet catalogues


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