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Predicting online purchase intentions for clothing products

Predicting online purchase intentions for clothing products Shopping online for clothing products is gaining in popularity. This study identified the dimensions of online shopping attributes and predictors of the intention to purchase clothes, jewelry, or accessories based on online shopping attributes and demographic variables. A mailing survey was conducted with 303 adults who had a computer at home and had access to the Internet in the USA. The perceived attributes of online shopping consisted of four factors: transaction/cost; incentive programs; site design; and interactivity. The transaction/cost factor and the incentive programs factor, along with demographic variables (gender, income and number of children), were important predictors in determining the intention to purchase clothing, jewelry, or accessories via the Internet. Incentive program also mediated the relationship between education level and online purchase intention. This study provides managerial implications for the future online marketing of clothing products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Predicting online purchase intentions for clothing products

European Journal of Marketing , Volume 38 (7): 15 – Jul 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410539302
Publisher site
See Article on Publisher Site

Abstract

Shopping online for clothing products is gaining in popularity. This study identified the dimensions of online shopping attributes and predictors of the intention to purchase clothes, jewelry, or accessories based on online shopping attributes and demographic variables. A mailing survey was conducted with 303 adults who had a computer at home and had access to the Internet in the USA. The perceived attributes of online shopping consisted of four factors: transaction/cost; incentive programs; site design; and interactivity. The transaction/cost factor and the incentive programs factor, along with demographic variables (gender, income and number of children), were important predictors in determining the intention to purchase clothing, jewelry, or accessories via the Internet. Incentive program also mediated the relationship between education level and online purchase intention. This study provides managerial implications for the future online marketing of clothing products.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 1, 2004

Keywords: Internet; Shopping; Consumer behaviour; Garment industry

References