Apparel shopping: a focus on the attitudes of women towards online shopping

Ogenyi Ejye Omar and Alan Hirst

International Journal of Electronic Marketing and Retailing, 2006, vol. 1, issue 2, 169-182

Abstract: This study evaluates women's attitude as an overall inclination towards apparel shopping online via e-mail 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').

Keywords: apparel shopping; online shopping; women; consumer behaviour; female attitudes; electronic marketing; electronic advertising; e-marketing; e-advertising; online marketing; online advertising; internet marketing; internet advertising; online retailing. (search for similar items in EconPapers)
Date: 2006
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