Factors Influencing Consumers' Intention to Purchase Clothing Online
Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.0, , course: Marketing, language: English, abstract: This dissertation is a study in the area of e-commerce. The aim of this study was to examine the adoption of online shopping and online shopping for clothing in particular and factors influencing the intention to purchase clothing online. A quantitative research method was used and a questionnaire designed on the website www.surveymonkey.com and then distributed by sending out the link leading to the survey via facebook and emails. 94 useful questionnaires were gathered from female and male UK students. SPSS 17 was used to analyse the collected data by conducting chi-square tests and Spearman’s rho correlation tests to examine the relation between different variables. The constructs of the technology acceptance model (TAM) were used as a framework and basis for this research and were extended by further constructs. Therefore, the impact of perceived usefulness, perceived ease of use, prior online shopping experience, perceived risk and product involvement on the intention to purchase clothing online was analysed. Perceived usefulness, perceived ease of use and prior online shopping experience had positive effects on the intention to purchase clothing online. Perceived risk had a negative effect on the intention to purchase clothing online. These findings supported the hypotheses. Other than hypothesised, clothing product involvement did not have a significant positive effect on the intention to purchase clothing online.
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94 Pearson Correlation Agree Neither Disagree analyse Association between gender attitude towards online behavioural intention buying behaviour chi-square test clothing involvement consumer behaviour consumer’s Correlation between intention correlation coefficient Correlation is significant Crosstabs Descriptive Statistics Disagree Stronlgy Disagree e-commerce enables to save factors future gender and online hedonic hypotheses intention and perceived intention to purchase interested in clothing International Journal Involvement3 Journal of Fashion Journal of Retail level 2-tailed Marketing and Management motives online buying online clothing purchases online market online retailers Online shopping enables online shopping experience outcome Overall I find perceived ease perceived risk Perea person positive effect Prior online shopping private purposes product involvement purchase clothing online qualitative research questionnaire respondents sample Saunders shoppers shopping channel shopping for clothing shopping online shopping purposes Sorce Strongly Agree Agree Table technology acceptance model traditional shopping utilitarian variables websites Wolfinbarger and Gilly www.academic.mintel.com Yousafzai