Factors Influencing Consumers' Intention to Purchase Clothing Online

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.

Inhaltsverzeichnis (Table of Contents)

• Acknowledgement
• Abstract
• CHAPTER 1. Introduction
• CHAPTER 2. Literature Review
  • 2.1 Online Shopping
  • 2.2 Motives to online shopping
  • 2.3 Barriers to online shopping
    • 2.3.1 Online shopping experience
  • 2.4 Underlying framework
    • 2.4.1 Technology Acceptance Model
  • 2.5 Product Involvement
• CHAPTER 3. Methodology
  • 3.1 Research Instrument
  • 3.2 Sampling
  • 3.3 Measurement and questionnaire design
  • 3.4 Validity and Reliability
  • 3.5 Data analysis
• CHAPTER 4. Findings and Discussion
  • 4.1 Questionnaire results and analyses
  • 4.2 Online behaviour
    • 4.2.1 Internet use
    • 4.2.2 Online clothing purchases
    • 4.2.3 Online purchases
    • 4.2.4 Intention to purchase clothing online
  • 4.3 Influence of gender
  • 4.4 Evaluation of online shopping
  • 4.5 Testing hypotheses
  • 4.6 Summary and Discussion of findings
• CHAPTER 5. Conclusion and recommendations

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation investigates the adoption of online shopping, particularly for clothing, and analyzes factors influencing consumers' intention to purchase clothing online. The study aims to understand the motivations, perceptions, beliefs, and attitudes that shape online buying behavior. The research is grounded in the Technology Acceptance Model (TAM) and extends it to include constructs related to online shopping for clothing.

• The impact of online shopping on consumer behavior.
• Factors that drive and deter consumers from shopping online.
• The role of perceived usefulness, perceived ease of use, and perceived risk in online shopping.
• The influence of product involvement on online clothing purchase intentions.
• The significance of prior online shopping experience.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduces the research topic, highlighting the growing importance of online shopping and the need to understand consumer behavior in this context. The research questions and hypotheses are outlined, focusing on factors influencing consumers' intention to purchase clothing online.
• Chapter 2: Reviews existing literature on online shopping, exploring the advantages and disadvantages of this channel, motives for online shopping, and barriers to adoption. It introduces the Technology Acceptance Model (TAM) as the underlying framework for the research.
• Chapter 3: Explains the methodology used in the study, including the research instrument (questionnaire), sampling technique (non-probability, purposive sampling), and data analysis methods (chi-square tests, Spearman’s rho correlation tests).
• Chapter 4: Presents and discusses the findings from the questionnaire. It analyzes online shopping behavior, explores the influence of gender, and tests the hypotheses about the relationship between various factors and consumers' intention to purchase clothing online.

Schlüsselwörter (Keywords)

The study explores key concepts and themes related to online shopping and consumer behavior, including technology acceptance, perceived usefulness, perceived ease of use, perceived risk, product involvement, and online clothing purchase intentions. The study also investigates the influence of gender on these factors.

Details

• Course: Marketing
• Grade: 1.0
• Author: Natalie Bluschke (Author)
• Publication Year: 2011
• Pages: 57
• Catalog Number: V170011
• ISBN (eBook): 9783640885886
• ISBN (Book): 9783640885671
• Language: English
• Tags: factors influencing consumers intention purchase clothing online