Predicting online purchase intentions for clothing products

Eun Young Kim · Youn‐Kyung Kim

383 citations0/0 files storedEuropean Journal of Marketing

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

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.

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2002Customer loyalty in e-commerce: an exploration of its antecedents and consequences 2000E-satisfaction: an initial examination 2002The antecedents and consequences of trust in online-purchase decisions 2001An online prepurchase intentions model 2002Cross-category effects of induced arousal and pleasure on the internet shopping experience 2002The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison☆ ☆Charla Mathwick is Assistant Professor of Marketing at Portland State University. Naresh Malhotra is Regents’ Professor at Georgia Institute of Technology. Edward Rigdon is Associate Professor of Marketing at Georgia State University. This article is based on the first author’s doctoral dissertation at Georgia Institute of Technology. 1 1We want to thank three anonymous reviewers and the special issue editors for their many helpful suggestions.2002Going global—remaining local: the impact of e-commerce on small retail firms in Wales

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