Assessing women's apparel shopping behaviour on the internet

Alan Hirst · Ogenyi Ejye Omar

15 citations0/0 files storedUniversity of Hertfordshire Research Archive (University of Hertfordshire)

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

Abstract

This investigation evaluates women’s attitude as an overall inclination towards apparel shopping online via email questionnaire. Its findings suggest that women generally show positive attitudes towards shopping online for apparel. Women who shop for apparel online are aware of some of the discouraging features of online shopping, but these features do not deter them from buying online. The implication for online retailers is that they should focus on making the experience of online shopping more accommodating and more user-friendly. This is important because the positive features of online shopping (‘convenience’, ‘usefulness’, ’ease of use’, and ‘efficiency’) appear to be more important than the negative features (‘lack of security’, ‘privacy of information’ and ‘online fraud’).

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1980Understanding Attitudes and Predicting Social Behavior 1992Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1993User acceptance of information technology: system characteristics, user perceptions and behavioral impacts 1996How to Conduct Your Own Survey 2002An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors 2000Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids

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