The factors influencing the online purchase tendency of apparel

Abstract

Background: Much of the research identifying factors that influence the online purchase of apparel is divided. The customers are still in the journey of behavioral transformation after the advent of the internet. The e-commerce websites and e-channels have changed the attribute space for the customers. In this research, we intend to study if brand loyalty and purchase frequency impact consumers' tendency to purchase online. We also analyze the top facilitators and barriers to online purchase. Methodology: We surveyed 245 respondents and analyzed the data using a two-way ANCOVA analysis. Here, brand loyalty and purchase frequency were the independent variables, whereas the tendency to purchase online was the dependent variable. We controlled the variables of comfort with technology, preference for personalized suggestions, price sensitivity (preference for discounts), trust towards e-commerce websites, need to touch the cloth before purchase, and preference for easy return policy. Key findings: We found a statistically significant impact of brand loyalty and purchase frequency together on the dependent variable, i.e., tendency to purchase online, but none of these variables individually had a significant impact and nor did they have an interaction effect. The results indicate that both these variables are crucial in identifying the tendency to purchase online in a customer but are not interlinked. Further, we identified better prices, the convenience of buying apparel anywhere and anytime, and access to items not available offline as the top facilitators for online purchase. On the other hand, we also found sizing and fitment concerns, lack of touch and feel, and inability to purchase immediately as top barriers to online purchase.