A STUDY OF FACTORS AFFECTING CUSTOMERS PURCHASE INTENTION FOR ONLINE SHOPPING OF FASHION PRODUCTS AMONG OMANI CUSTOMERS

Abstract

Online fashion retailers in Oman are facing challenges such as high competition from traditional retailers and moderate customer interest in making online purchase. The present study investigated this issue with the aim to identify and test the factors which can influence customer online purchase intention. Based on customer-oriented and technology-oriented perspectives, we tested the influence of four factors namely trust, perceived risk, shopping enjoyment, and web-site design quality on customer’s online purchase intention. We utilized quantitative approach and convenience based non-random sampling to collect data from customers who are engaged in online transactions (n=170). Our findings indicate that trust (Beta=.255, P<.05); perceived risk (Beta=-.276, P<.05); and website design quality (Beta=.118, P<.05) exert significant influence on customer’s online purchase intention. The four factors together explain 58% variation in the dependent variable of customer online purchase intention. Based on these results, we concluded that both customer as well as technology related factors are important in online context. Keywords: Trust, Risk, Shopping Enjoyment, Website Quality, Purchase Intentions, Online, Fashion, Oman.