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Predicting online purchase intentions for clothing products

Eun Young Kim (School of Merchandising and Hospitality Management, University of North Texas, Denton, Texas, USA)
Youn‐Kyung Kim (Department of Consumer Services Management, University of Tennessee, Knoxville, Tennessee, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 July 2004



Shopping online for clothing products is gaining in popularity. This study identified the dimensions of online shopping attributes and predictors of the intention to purchase clothes, jewelry, or accessories based on online shopping attributes and demographic variables. A mailing survey was conducted with 303 adults who had a computer at home and had access to the Internet in the USA. The perceived attributes of online shopping consisted of four factors: transaction/cost; incentive programs; site design; and interactivity. The transaction/cost factor and the incentive programs factor, along with demographic variables (gender, income and number of children), were important predictors in determining the intention to purchase clothing, jewelry, or accessories via the Internet. Incentive program also mediated the relationship between education level and online purchase intention. This study provides managerial implications for the future online marketing of clothing products.



Young Kim, E. and Kim, Y. (2004), "Predicting online purchase intentions for clothing products", European Journal of Marketing, Vol. 38 No. 7, pp. 883-897.



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Copyright © 2004, Emerald Group Publishing Limited

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