internet apparel shopping behaviors
TRANSCRIPT
Internet apparel shopping behaviors: The influence of general innovativeness
Instructor: Dr. Pi-Ying Teresa Hsu
Presenter: Jeffrey Chen
Date: December 3, 2009
Ha, Y., & Stoel, L. (2004). Internet apparel
shopping behaviors: The influence of general
innovativeness. International Journal of Retail
& Distribution Management, 32(8), 377-385.
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Contents
Reflection
Conclusion
Result
Methodology
Introduction
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Introduction
Many people have not accepted the Internet as a
way to make an actual purchase, especially for
something requiring such “hands-on” examination
as apparel products.
(Beck, 2001)4
Introduction
Because the Internet is a relatively new medium
by which to make purchases, some people may
be hesitant to use it.
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Definition of terms
General innovativeness is defined as “the
degree to which an individual … is relatively earlier
in adoption new ideas than the other members
of a system.”
(Rogers, 1995, p. 22)
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Definition of terms
Nature of apparel shopping is that when consumers
are shopping for apparel, they like to physically
examine the products to assess color, size, design,
and fabric.
(Ha & Stoel, 2004)
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Definition of terms
Internet apparel shopping behavior means that from
the shopping process, people derive several
different outcomes such as products, information,
and pleasure.
(Lee & Johnson, 2002)8
Purpose of the study
To understand how general innovativenessis related to Internet apparel shopping
To understand how general innovativenessis related to Internet apparel shopping
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Hypotheses
H1. General innovativeness is positively related to frequency of Internet apparel information search.
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Hypotheses
H2. General innovativeness is positively related to actual Internet apparel purchasing.
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Hypotheses
H3. There are significant differences between females and males in terms of general innovativeness, information search, and actual purchase for apparel products.
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Methodology
Measures
Questionnaire
Participants
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Participants
Family Resource Management
(FRM)
Textiles and Clothing major(T & C)
2 classes 3 classes
73 students 105 students
A large US university
178 participants
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Questionnaire
Section A
Section B
Section C
General innovativenessGeneral innovativeness
Frequency of Internet apparel shopping
Frequency of Internet apparel shopping
Demographic informationDemographic information
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Measures
General innovativenessGeneral innovativeness
Example:
“I like new styles in clothes, especially those that are really different.”
1 52 3 4
Strongly disagree Strongly agree
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Frequency of Internet apparel shoppingFrequency of Internet apparel shopping
Example:
“During the past six months, how often have you used the Internet to search information for apparel related products?”
Never= 1
Once or twice a year= 2
Every few months= 3
Every month= 4
At least once a week= 5
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Internet apparel purchasing behaviorInternet apparel purchasing behavior
Example:
“During the past six months, how often have you used the Internet to purchase apparel related products?”
Never= 1
Once or twice a year= 2
Every few months= 3
Every month= 4
At least once a week= 5
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Result
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H1H1 H2H2
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Conclusion
While innovators are likely to adopt the Internet for information search, the perceived financial and product risk of actual online purchasing is so great.
Women were more innovative and used the Internet more frequently for information search for apparel products than men.
For apparel products, general innovativeness is related to Internet usage for information search, but not to actual purchase.
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Reflection
The numbers of participants in Table 1 are different. (p. 381)
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The sample size is quiet small.
The insufficient factors of the participants’ background
The gender of participants was not equal.
Thanks for your attention!