Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention

This study examines the influence of retail brand trust, off-line patronage, clothing involvement, and website quality on online apparel shopping intention for young female US consumers. Data for this study were collected from 200 young female consumers who completed an online survey. Participants were asked to select one of three pre-determined apparel retail brands that they have either had experience with or were familiar with. Respondents were then asked to keep their selected retailer in mind when completing the questionnaire and were also asked to briefly visit the retailer's website shopping for a shirt or blouse. Factor, correlation and multiple regression analyses were conducted to test our hypotheses. Retail brand trust, off-line patronage, clothing involvement and two factors of website quality (usability and information quality, visual appeal and image) were found to significantly influence online apparel shopping intention. Off-line patronage was the strongest predictor of online shopping intention. Implications for multi-channel apparel retailers were discussed based on these findings.

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