Abstract
An enormous number of Internet users have made China a profitable e-commerce marketplace, and clothing is one of the most frequently purchased items. This study explores the predictors of consumers’ motivation to buy clothing online in China by extending the technology acceptance model. Data were collected via an online questionnaire, resulting in 504 returned responses. The results indicate that perceived usefulness has a significant effect on consumers’ intention to buy clothing online; however, no direct relationship between perceived ease of use and buying intention was found. Furthermore, perceived convenience, perceived money saving, and perceived time-saving can explain why consumers perceive buying clothing online as useful, and these perceptions have positive effects on buying intention. Additionally, the findings imply that fashion innovativeness and friend circles significantly influence consumers’ intention to purchase clothing online. This article discusses the results and provides recommendations for implication and future research.
Highlights
With the increasing popularity of online shopping, many people in China choose to buy products on the Internet
With such a tremendous base of online buyers, it is not surprising that online shopping in China generated a total transaction value of US$690 billion in 2016.2 Taking into consideration the huge online shopping market scale combined with economic globalization, China is steadily becoming a significant market for apparel retailers worldwide
The objective of this study is to test the fundamental factors that drive people in China to purchase clothing online based on the technology acceptance model (TAM).[3]
Summary
With the increasing popularity of online shopping, many people in China choose to buy products on the Internet. The objective of this study is to test the fundamental factors that drive people in China to purchase clothing online based on the technology acceptance model (TAM).[3] To explain why consumers believe that the Internet is a useful way to buy, perceived convenience, perceived money saving, and perceived time-saving, were identified and included in the study. Given the important position of fashion and unique consumption pattern in China, this study extended original TAM model by including fashion innovativeness[4] and people’s circles of friendship to examine online purchase intentions
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