Understanding designer clothing purchases over the internet

Abstract

Purpose

Studies for online designer clothing purchases and also online purchases of numerous types of designer clothing are so far unknown. This study seeks to analyze variables influencing intentions to purchase designer clothing online and also online purchases of different types of designer clothing over three months.

Design/methodology/approach

Cross‐sectional and longitudinal analyses were performed with linear and logistic regression (n=527). The theoretical framework was the Theory of Planned Behavior. Independent variables also included the Boredom Proneness Scale, and the Consumer Decision Making Styles Inventory. Clothing types were intimate apparel, underwear, swimwear, pants, jeans, skirts/dresses, T‐shirts, shoes, sneakers, sweaters, jackets/coats, socks, hosiery, and hats.

Findings

The cross‐sectional analysis for intentions substantiated the Theory of Planned Behavior. Boredom was associated with intentions and some of the specific types purchased. In the longitudinal analysis, increased internet information search was associated with purchases for all the specific clothing types. The most common purchases were T‐shirts, shoes, and skirts/dresses.

Research limitations/implications

Participants were allowed to interpret what was perceived as designer clothing.

Practical implications

As information search is associated with purchases of many types of designer clothing, companies should focus on increasing the likelihood of their web pages being searched. Useful strategies can include purchase of sponsored links and efforts to improve page rank.

Originality/value

This is the first study to analyze predictors for purchasing numerous specific types of designer clothing online. Also, it is believed to be the first longitudinal study to use the Theory of Planned Behavior as the framework to analyze online apparel purchases.

Citation

Fogel, J. and Schneider, M. (2010), "Understanding designer clothing purchases over the internet", Journal of Fashion Marketing and Management, Vol. 14 No. 3, pp. 367-396. https://doi.org/10.1108/13612021011061843