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Predicting online purchase intentions for clothing products

Article Information:

Title:

Predicting online purchase intentions for clothing products

Author(s):

Eun Young Kim, Youn-Kyung Kim

Journal:

European Journal of Marketing

Year:

2004

Volume:

38

Issue:

7

Page:

883 - 897


ISSN:

0309-0566


DOI:

10.1108/03090560410539302

Publisher:

Emerald Group Publishing Limited

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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.

Keywords:

Consumer behaviour, Garment industry, Internet, Shopping


Article Type:

Research paper


Article URL:

http://www.emeraldinsight.com/10.1108/03090560410539302

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