The Effects of Shopping Orientations, Consumer Innovativeness, Purchase Experience, and Gender on Intention to Shop for Fashion Products Online

Ratih Puspa Nirmala, Ike Janita Dewi

Abstract


Nowadays, many fashion retailers or marketers use the power of internet to promote and sell their products. This research examines the effects of consumers’ shopping orientations (brand/fashion consciousness, shopping enjoyment, price consciousness, convenience/time consciousness, shopping confidence, in-home shopping tendency), consumer innovativeness, online purchase experience for fashion products, and gender on consumers’ intention to shop for fashion products online. Data were collected through online surveys from the population of internet users in Indonesia, aged between 15 and 30 years old (generation Y), who had bought or browsed fashion products through the internet (N=210). This research is a quantitative research which uses purposive sampling and multiple regression analysis. Results show that the effects of several shopping orientations (shopping enjoyment, price consciousness, in-home shopping tendency), consumer innovativeness, online purchase experience for fashion products, and gender, are significant on consumers’ intention to shop for fashion products online. Furthermore, gender is marginally significant related to consumers’ intention to shop for fashion products online. Surprisingly, women tend to have lower intentions to shop for fashion products online compared to men.     

References


Alcañiz, E.B., C.R. Mafe, J.A. Manzano, and S.S. Blas. 2008. Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review 32 (5): 648-667.

Belch, G.E. and M.E. Belch. 2007. Advertising and Promotion, An Integrated Marketing Communications Perspective. 7th Edition. New York: McGraw Hill Irwin.

Blake, B.F., K.A. Neuendorf, and C.M. Valdiserri. 2003. Innovativeness and variety of internet shopping. Internet Research 3: 156-164.

Brashear, T.G, V. Kashyap, M.D. Musante, N. Donthu. 2009. A profile of the internet shopper: Evidence from six countries. Journal of Marketing Theory and Practice 17: 267-281.

Brown, M., N. Pope, and K.Voges. 2003. Buying or browsing?: An exploration of shopping intentions and online purchase intention. European Journal of Marketing 37: 1666-1684.

Citrin, A.V., D.E. Sprott, S.N. Silverman and D.E. Stem. 2000. Adoption of internet shopping: The role of consumer innovativeness. Industrial management+Data Systems 100: 294-300.

Cooper, D.S. and P.S. Schindler. 2009. Business Research Methods (11th ed.). New York: McGraw Hill.

Garret, H. E. 1960. Statistics in Psychology and Education (5th ed.). New York: Longman.

Girard, T., P. Korgaonkar, and R. Silverblatt. 2003. Relationship of type of product, shopping orientations, and demographics with preference for shopping on the internet. Journal of Business and Psychology 18: 101-120.

Goldsmith, R. E., and L. R. Flynn. 1992. Identifying innovators in consumer product markets. European Journal of Marketing 26: 42-55.

Goldsmith, R. E. 2002. Explaining and predicting consumer intention to purchase over the internet: An exploratory study. Journal of Marketing Theory and Practice 10: 22-28.

Goldsmith, R. E., and L. R. Flynn. 2004. Psychological and behavioral drivers of online clothing purchase. Journal of Fashion Marketing and Management 8: 84-95.

Hurt, H. T., K. Joseph, and C. D. Cook. 1977. Scales for the measurement of innovativeness. Human Communication Research 5: 58-65.

Internetworldstats 1999. Internet usage in Asia. Retrieved 07/23/09 World Wide Web, http://www.internetworldstats.com/stats3.htm#asia

Jayawardhena, C., L. T. Wright, and C. Dennis. 2007. Consumers online: Intentions, orientations and segmentation. International Journal of Retail & Distribution Management 35: 515-526.

Kim, E. Y., and Y. K. Kim. 2004. Predicting online purchase intentions for clothing products. European Journal of Marketing 38: 883-896.

Kuhlmeier, D., and G. Knight. 2004. Antecedents to internet-based purchasing: A multinational study. International Marketing Review 22: 460-473.

Leavitt, C., and J. R. Walton. 1975. Development of a scale for innovativeness. In Mary Jan Schlinger (Ed.), Advances in Consumer Research 2: 545-554. Provo: Association of Consumer Research.

Leavitt, C., and J. R. Walton. 1988. Opennes of information processing as a moderator of message effects on behavior. Working paper. College of Business Administration, Ohio State University.

Limayem, M., M. Khalifa, and A. Frini. 2000. What makes consumers buy from internet? A longitudinal study of online shopping. IEE Transactions on Systems, Man and Cybernetics, Part A: Systems and Humans 30: 421-432.

Malhotra, N. K. 2007. Marketing Research: An Applied Orientation (5th ed.). New Jersey: Prentice Hall.

Matthews, G., I. J. Deary, and M. C. Whiteman. 2003. Personality Traits (2nd ed.). Cambridge: Cambridge University Press.

Nielsen Global Online Survey. 2008. Trends in online shopping. A global Nielsen Consumer Report (February 2008) Retrieved 07/23/09 World Wide Web, http://th.nielsen.com/site/documents/GlobalOnlineShoppingReportFeb08.pdf

Ranganathan, C. and S. Jha. 2007. Examining online purchase intentions in B2C e-commerce: Integrating the human-computer interaction, behavioral, and consumerist approaches. Information Resources Management Journal 20: 48-64.

Seock, Y. K., and L. R. Bailey. 2008. The influence of college students’ shopping orientations and gender differences on online information searches and ourchase behaviours. International Journal of Consumer Studies 32: 113-121.

Seock, Y.K. 2003. Analysis of clothing website for young customer retention based on a model of customer relationship management via the internet. Unpublished dissertation. Faculty of theVirginia Polytechnic Institute and State University.

Shim, S., M. A. Eastlick, S. L. Lotz, and P. Warrington. 2001. An online prepurchase intentions model: The role of intention to search. Journal of Retailing 77: 397-416.

Stell, R., and N. Paden. 2002. Creating retail web sites for different consumer shopping orientations. Journal of Internet Commerce 1: 3-16.

Strauss, J., and R. Frost. 2009. E-Marketing. New Jersey: Pearson Education Inc.

Szymanski, D. M., and R. T. Hise. 2000. E-satisfaction: An initial examination. Journal of Retailing 76: 309-322.

Tellis, G. J., E. Yin, and S. Bell. 2009. Global consumer innovativeness: Cross-country differences and demographic commonalities. Journal of International Marketing 17: 1–22.

Turban, E., D. King, J. McKay, P. Marshal, J. Lee, and D. Viehland. 2008. Electronic Commerce 2008: A Managerial Perspective. New Jersey: Prentice Hall.

Vijayasarathy, L. R. 2002. Product characteristics and internet shopping intentions. Internet Research: Electonic Networking Applications and Policy 12: 411-426.

Vijayasarathy, L. R. 2003. Shopping orientations, product types and internet shopping intentions. Electronic Markets 13: 67-79.


Full Text: PDF

DOI: 10.22146/gamaijb.5495

Refbacks

  • There are currently no refbacks.




Copyright (c)