Factors Influencing Consumers' Intention to Purchase Clothing Online

Table of Contents

1. Introduction

2. Literature Review

2.1 Online Shopping

2.2 Motives to online shopping

2.3 Barriers to online shopping

2.3.1 Online shopping experience

2.4 Underlying framework

2.4.1 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

4.3 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

Research Objectives and Key Topics

The primary aim of this research is to investigate the factors influencing consumer intention to purchase clothing online, utilizing a quantitative approach based on a modified Technology Acceptance Model (TAM). The study seeks to understand how perceived usefulness, perceived ease of use, perceived risk, and product involvement drive the adoption of online clothing retail among UK students.

• Technology Acceptance Model (TAM) application in e-commerce
• Consumer attitudes toward online clothing shopping
• Impact of perceived risk and product involvement
• Demographic influences, specifically gender differences
• Future intentions regarding online apparel acquisition

Excerpt from the Book

Summary of Chapters

1. Introduction: Outlines the rise of online shopping in the UK and the study's goal to understand consumer attitudes and intentions toward purchasing clothing online.

2. Literature Review: Provides a theoretical foundation covering motives, barriers like risk, the Technology Acceptance Model, and the role of product involvement.

3. Methodology: Details the quantitative research approach, specifically the survey design, student population sampling, and the use of SPSS for correlation and chi-square analysis.

4. Findings and Discussion: Presents empirical data on internet usage, shopping habits, and tests five hypotheses regarding the factors affecting purchase intention.

5. Conclusion and recommendations: Summarizes key research findings, acknowledges limitations, and suggests future research directions regarding online consumer behavior.

Keywords

Online shopping, clothing retail, Technology Acceptance Model, TAM, consumer behavior, perceived risk, perceived usefulness, perceived ease of use, product involvement, purchase intention, UK students, e-commerce, quantitative research, statistical analysis, consumer attitude.

Frequently Asked Questions

What is the core focus of this dissertation?

The research focuses on the factors that influence the intention of consumers—specifically university students in the UK—to purchase clothing items online.

What are the primary themes addressed in this study?

The study examines e-commerce adoption, consumer motives and barriers, the impact of risk perceptions, the role of product involvement, and demographic variables like gender.

What is the main research objective?

The objective is to analyze how constructs of the Technology Acceptance Model (TAM), extended by variables like perceived risk and product involvement, affect the intention to buy clothing online.

Which methodology was employed for this research?

The author utilized a quantitative research method, collecting data via an online questionnaire distributed to 94 UK university students and analyzing it using SPSS software.

What key aspects are covered in the main body of the text?

The body covers a comprehensive literature review, the methodological framework, descriptive statistics of the survey results, and a detailed hypothesis testing process.

Which specific keywords define this study?

Key terms include online shopping, clothing retail, Technology Acceptance Model (TAM), consumer behavior, perceived risk, and purchase intention.

Why was the Technology Acceptance Model (TAM) chosen as the foundation?

TAM was chosen because it is an established framework for explaining technology adoption, and it effectively links internal beliefs like usefulness and ease of use to behavioral intentions.

How does perceived risk affect online clothing purchase intentions?

The study found that perceived risk—both regarding financial security and the inability to physically examine the product—has a significant negative impact on purchase intentions.

What was the result of the hypothesis regarding product involvement?

Interestingly, the study found that product involvement did not have a significant positive effect on online purchase intentions, likely because highly involved shoppers still prefer traditional store environments.