Title: Analysing consumer motivation towards purchasing fashion online

Authors: Gianpaolo Vignali; Louise Reid

Addresses: The University of Manchester, School of Materials, Oxford Road, Manchester, M13 9PL UK ' The University of Manchester, School of Materials, Oxford Road, Manchester, M13 9PL UK

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.

Keywords: consumer motivation; fashion e-commerce; retailing; utilitarian motivation; hedonic motivation; fashion industry; electronic commerce; online shopping; convenience; e-tailing.

DOI: 10.1504/IJBG.2014.064131

International Journal of Business and Globalisation, 2014 Vol.13 No.2, pp.133 - 152

Published online: 02 Aug 2014 *

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