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.
Table of contents
Acknowledgement
Abstract
CHAPTER
1. Introduction
2. Literature Review
2.1 Online Shopping
2.2 Motives to online shopping
2.3 Barriers to online shopping
2.3.1 Perceived Risk
2.3.2 Online shopping experience
2.4 Underlying framework
2.4.2 Technology Acceptance Model
2.5 Product Involvement
3. Methodology
3.1 Research Instrument
3.2 Sampling
3.3 Measurement and questionnaire design
3.4 Validity and Reliability
3.5 Data analysis
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
5. Conclusion and recommendations
6. Bibliography
7. Appendices
7.1 Appendix 1
7.1.1 Theory of Reasoned Action
7.2 Appendix 2
7.2.1 Questionnaire (piloted version)
7.2.2 Questionnaire (final version)
7.3 Appendix 3
7.3.1 SPSS Findings: Descriptive Statistics
Frequently Asked Questions
What influences the intention to purchase clothing online?
Key factors include perceived usefulness, perceived ease of use, prior online shopping experience, and the level of perceived risk.
What is the Technology Acceptance Model (TAM)?
TAM is a framework used to explain how users come to accept and use a technology, focusing on perceived usefulness and ease of use as primary drivers.
Does perceived risk affect online shopping behavior?
Yes, research shows that perceived risk has a negative effect on the intention to purchase clothing online, acting as a barrier for consumers.
How does prior experience impact online purchases?
Prior online shopping experience generally has a positive effect, as it increases consumer confidence and familiarity with the process.
Does product involvement play a role in buying clothes online?
While often hypothesized to be significant, some studies suggest that clothing product involvement may not have a significant positive effect on the specific intention to buy online.
What research method was used in this study?
The study used a quantitative method, gathering data from 94 UK students through an online questionnaire and analyzing it with SPSS.
- Quote paper
- Natalie Bluschke (Author), 2011, Factors Influencing Consumers' Intention to Purchase Clothing Online, Munich, GRIN Verlag, https://www.grin.com/document/169957
