Exploring the Impact of Social Norms and Online Shopping Anxiety in the Adoption of Online Apparel Shopping by Indian Consumers

Rama Srinivasan

44 citations0/0 files storedJournal of Internet Commerce

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

The aim of this article is to investigate the relationship between subjective norms, technology anxiety, and other technology acceptance model variables to understand Indian consumers' attitudes and intention to shop for apparel via the Internet. Structural equation modeling was employed to evaluate the research model in determining model fit and significant paths. The subjective norm was found to have a major influence on perceived ease of use, contradictory to previous research. Perceived ease of use and perceived usefulness were found to be important determinants of the intention to shop for apparel online. Indian consumers did not report any technology anxiety. This article provides an initial insight for retailers and researchers that could aid in evaluating entry strategies into online apparel retailing. The research adds to the sparse literature concerning online apparel retailing and consumer shopping behavior in the growing Indian online apparel market.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2012Principles and Practice of Structural Equation Modeling 2019Diffusion of Innovations 1 1990Comparative fit indexes in structural models.2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 2008Technology Acceptance Model 3 and a Research Agenda on Interventions 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model

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