Analysing consumer motivation towards purchasing fashion online
by Gianpaolo Vignali; Louise Reid
International Journal of Business and Globalisation (IJBG), Vol. 13, No. 2, 2014

Abstract: This study adopts a quantitative research design and approach following a positivist standpoint. Secondary literature was first analysed to provide theoretical knowledge with which to develop hypotheses. Primary data was then collected to examine consumer motivations to shop online. 133 samples of males and females were collected using online questionnaire data collection method and 16 questionnaires were excluded as respondents did not shop online. The results were analysed using multiple regression analysis. The findings of this research illustrated that consumers are motivated to shop online by utilitarian motivation as well as hedonic motivation. The most significant finding of this study was that convenience was of prime importance in influencing online shopping motivation.

Online publication date: Thu, 28-Aug-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com