Post on 04-Jun-2018
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THE INFLUENCE OF ONLINE APPAREL SHOPPING INTENTION AND BRAND
LOYALTY FOR MULTI-CHANNEL RETAILERS
by
CHRISTIE LYNN JONES
(Under the Direction of Soyoung Kim)
ABSTRACT
The purpose of this study was to determine the effect that a consumers attitude toward a
retail brand and attitude toward the brands website have on their online apparel shopping
intention and online brand loyalty. Six influencing factors including brand satisfaction, offline
brand patronage, brand trust, clothing involvement, attitude toward the Internet, and perceptions
of the apparel brands website were identified and tested. A total of 200 surveys were completed
by female students ages 18 to 25 who attend the University of Georgia. Factor analysis was used
to examine the multi-dimensionality of the scales, Pearson correlation analyses were used to test
the relationships among the variables, and regression analyses were used to test the hypotheses.
Brand trust and the perceptions of an apparel brands website both had a significant relationship
with online apparel shopping intention, which in turn strongly influenced online brand loyalty.
INDEX WORDS: Brand Satisfaction, Offline Brand Patronage, Brand Trust, FashionClothing Involvement, Attitude toward the Internet, Website Perceptions,Online Apparel Shopping Intention, Online Brand Loyalty
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THE INFLUENCE OF ONLINE APPAREL SHOPPING INTENTION AND BRAND
LOYALTY FOR MULTI-CHANNEL RETAILERS
by
CHRISTIE LYNN JONES
B.A., The University of Florida, 2004
A Thesis Submitted to the Graduate Faculty of The University of Georgia in Partial Fulfillment
of the Requirements for the Degree
MASTER OF SCIENCE
ATHENS, GEORGIA
2008
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2008
Christie Lynn Jones
All Rights Reserved
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THE INFLUENCE OF ONLINE APPAREL SHOPPING INTENTION AND BRAND
LOYALTY FOR MULTI-CHANNEL RETAILERS
by
CHRISTIE LYNN JONES
Major Professor: Soyoung Kim
Committee: Yoo-Kyoung Seock Brenda Cude
Electronic Version Approved:
Maureen GrassoDean of the Graduate SchoolThe University of GeorgiaAugust 2008
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ACKNOWLEDGEMENTS
I would like to express my gratitude to Dr. Soyoung Kim for all of her assistance,
guidance, and understanding throughout the process of preparing this thesis. I would also like to
thank my committee members, Dr. Yoo-Kyoung Seock and Dr. Brenda Cude, for their patience
and contributions.
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TABLE OF CONTENTS
Page
ACKNOWLEDGEMENTS........................................................................................................... iv
LIST OF TABLES........................................................................................................................ vii
LIST OF FIGURES ..................................................................................................................... viii
CHAPTER
1 INTRODUCTION .........................................................................................................1
The Online Environment...........................................................................................1
Purpose ......................................................................................................................3
Objectives..................................................................................................................6
Retailers as Brands ....................................................................................................6
Conceptual Definitions..............................................................................................7
2 THEORETICAL FRAMEWORK.................................................................................9
3 LITERATURE REVIEW ............................................................................................17
Online Websites and Activity..................................................................................17
The E-Business Model ............................................................................................18
Brand Loyalty..........................................................................................................19
Brand Satisfaction ...................................................................................................22
Offline Brand Patronage..........................................................................................24
Brand Trust..............................................................................................................25
Clothing Involvement..............................................................................................27
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Attitude toward the Internet ....................................................................................28
Perception of the Apparel Brands Website............................................................31
Online Apparel Shopping Intention ........................................................................33
4 METHODOLOGY ......................................................................................................35
Sample.....................................................................................................................35
Description of Survey..............................................................................................35
Statistical Analyses..................................................................................................40
5 RESULTS ....................................................................................................................41
Participant Demographics .......................................................................................41
Factor Analyses .......................................................................................................43
Pearsons Correlation Analyses...............................................................................51
Hypotheses Testing .................................................................................................54
6 DISCUSSIONS AND CONCLUSIONS.....................................................................60
Further Study...........................................................................................................66
Limitations...............................................................................................................66
Summary .................................................................................................................67
REFERENCES ..............................................................................................................................69
APPENDICES
A Human Subjects Approval ...........................................................................................74
B Consent Form...............................................................................................................76
C Apparel Multi-channel Shopping Survey ....................................................................78
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LIST OF TABLES
Page
Table 1: Demographic Characteristics of Respondents.................................................................42
Table 2: Emerged Factors of Attitude toward the Internet ............................................................44
Table 3: Factor Loadings across all Factors of Attitude toward the Internet.................................45
Table 4: Emerged Factors of Perception of the Apparel Brands Website....................................46
Table 5: Factor Loadings across all Factors of Perceptions of the Apparel Brands Website.......47
Table 6: Factor Analyses of Uni-Dimensional Constructs ............................................................48
Table 7: Means and Standard Deviations for the Constructs.........................................................51
Table 8: Relationships among the Variables .................................................................................53
Table 9: Multiple Regression Analysis for Hypothesis 1a and Hypothesis 2................................54
Table 10: Regression Analysis for Hypothesis 1b.........................................................................54
Table 11.1: Multiple Regression Analysis for Hypothesis 4 and Hypothesis 5 ............................56
Table 11.2: Multiple Regression Analysis for Hypothesis 4 and Hypothesis 5 ............................56
Table 11.3: Multiple Regression Analysis for Hypothesis 4 and Hypothesis 5 ............................57
Table 12: Multiple Regression Analysis for Hypothesis 3 and Hypothesis 6 ...............................58
Table 13: Regression Analysis for Hypothesis 7...........................................................................59
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LIST OF FIGURES
Page
Figure 1: Antecedents to Trust in a Brand Model............................................................................9
Figure 2: Antecedents to Trust in a Brand Revised Model............................................................10
Figure 3: Formation of Brand Trust and Commitment on the Web ..............................................11
Figure 4: Consumer Involvement Determinants of Brand Loyalty ...............................................12
Figure 5: Antecedents of Customer Satisfaction for Cyber Shopping...........................................12
Figure 6: Determinants of Consumer Attitudes toward Internet Shopping ...................................13
Figure 7: Loiaconos WebQual Model ......................................................................................14
Figure 8: Proposed Model..............................................................................................................15
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Chapter 1
Introduction
The rise of the Internet has created a new way of communicating and interacting with
other people. Since the early 1990s, the Internet has truly revolutionized many aspects of
modern life, including the way in which we conduct business. In order to capitalize on the
available consumer market, traditional brick-and-mortar retailers have expanded their business
models to include online retailing.
The Online Environment
Most traditional brick-and-mortar retailers who have expanded their business online
participate in a business-to-consumer (B2C) e-commerce model (Turban, King, Lee, &
Viehland, 2004). This means that the retailers are selling products directly to individual
shoppers online. The other major e-commerce model is business-to-business (B2B). This means
that businesses make online transactions with other businesses, particularly between retailers or
wholesalers and suppliers. There are several sub-categories of e-commerce business models
including business-to-business-to-consumer (B2B2C), consumer-to-business (C2B), and
consumer-to-consumer (C2C), among others. The average online consumer participates in the
B2C model. Retailers are currently exploring ways to incorporate their B2C e-commerce model
into their existing business models. The result is multi-channel retailing.
Multi-channel retailing is a combination of brick-and-mortar stores, Internet storefront
websites, and catalog or mail-order operations. This mixed business model is designed to reach
a broader base of consumers. According to a Shop.org annual survey conducted by
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DoubleClick, in 2004 multi-channel shoppers represented 65% of all consumers (Shop.org,
2006). Businesses have found that to be successful, multi-channels cannot function as separate
entities, but rather must function as a well-integrated, coherent unit. Developing a multi-channel
strategy involves planning and creating an infrastructure to link the channels (Berman & Thelen,
2004). Retailers must facilitate seamless transitions between channels. Some stores, such as
Circuit City, allow for orders to be placed online and picked up at the store. Apparel retailers
such as J.Crew and Coldwater Creek accept merchandise returns to the stores from online and
catalog orders. Convenience for the customer is often a high priority when it comes to
integrating channels.
Online storefronts are not just generating money via the Internet. Forrester Research
estimated that online storefronts influenced more than $125 billion in offline sales (Mulpuru,
Mendelsohn, & Johnson, 2007). The Internet is a valuable tool for consumers to research and
compare products before making the decision to buy. Forsythe and Shi (2003) recognized that
most online consumers actually use the Internet as a means to window shop and gather
information prior to an offline purchase. An estimated 60 million U.S. households use the online
shopping channel (Mulpuru et al.). The Internet offers consumers the convenience of 24 hour-a-
day shopping, the ability to easily compare price, a wide selection of an assortment of products,
and customization of the shopping experience.
In the United States, it is estimated that 650,000 companies of various sizes sell products
and services online (Mulpuru et al.,2007). In 2007, Internet retailing accounted for
approximately 6.6% of total U.S. retail sales for a value of nearly $164 billion. Within the next
five years that percentage is expected to rise to 10% of retailing revenue being generated by
Internet sales (Mulpuru et al.).
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Apparel has surprisingly been a fast growing segment of e-commerce. Apparel once was
considered the least likely product to be sold online, considering consumers cannot physically
evaluate the garment online. Online retailers traditionally were more successful selling
standardized products such as computer software, books, and airline tickets. Despite the
skepticism, apparel sales continue to rise. Apparel sales via the Internet hit $1 billion in 1999,
which was double the value of sales in 1998 (Ebenkamp, 2000). According to one report, online
apparel sales reached $18.3 billion in 2006 and replaced computer hardware/software as the
largest online retail category (eMarketer, 2007). Despite this growth, the online apparel segment
will face continual business challenges due to the virtual medium.
Purpose
The purpose of this study was to examine the effects of consumer attitudes toward a retail
brand and its website on consumers intentions to purchase apparel online. This study also
looked at online apparel shopping intention and its relationship to online brand loyalty. In order
to measure attitudes toward a brand and a website, six independent variables were identified
through the literature review. These six variables were brand satisfaction, offline brand
patronage, brand trust, clothing involvement, attitude toward the Internet, and perception of an
apparel brands website.
The variables were selected and organized based on their potential relationship to online
shopping intention. Through the review of literature each variable was defined and contributing
factors were determined. Brand satisfaction and offline brand patronage were hypothesized to
directly relate to brand trust. This is because a customers experience and satisfaction in dealing
with a brand, along with their offline experience with and patronage of that retailer, was
expected to affect the level of trust the consumer has for the brand. The basis of brand trust and
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its contributing components for this study was influenced by Lau and Lees (1999) research on
consumers trust in a brand. Brand trust was, in turn, expected to affect online shopping
intention (Grabner-Kraeuter, 2002; Ha, 2004) because a consumer must have a positive level of
trust in the brand before he or she would choose to shop online.
This study specifically examined the online apparel retail category; thus clothing
involvement was selected as a determinant of a consumers perception of an apparel website.
Goldsmith and Flynn (2005) found that shoppers who were more involved with fashion were
more likely to purchase it through remote channels. Attitude toward the Internet was also chosen
as an influence on a consumers website perception. Liao and Cheung (2001) researched the
major determinants of consumer attitudes and Internet shopping. Factors identified in their study
were adapted to the current study to create the attitude toward the Internet variable. If a
consumer is comfortable using the Internet and feels it is a secure way to shop, he or she may
have a more favorable attitude toward a retail brands website. Online shopping intention may
thus be positively or negatively influenced by a consumers perception of an apparel brands
website.
In an attempt to better understand how these factors influence online shopping intention,
they were divided into two attitudinal categories: attitude toward the brand (through brand
satisfaction, offline brand patronage and brand trust) and attitude toward the website (through
clothing involvement, attitude toward the Internet, and perception of an apparel brands website).
This conceptual division was a way to organize the independent variables and provide structure
to the theoretical model. The idea that attitude influences behavior and intention is supported by
Ajzen and Fishbeins (1980) fundamental Theory of Reasoned Action (TRA). Previous studies
have incorporated this theory into their hypotheses about consumer behavior (Kim, Kim, &
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Kumar, 2003; Shen, Dickson, Lennon, Montalto, & Zhang, 2003). While this study is not
looking to test, reproduce, or revise the TRA, the basic principles on which the theory is based
are applicable to this study as well.
There have been countless academic studies conducted on brand loyalty. There is also a
great deal of literature available about brand loyalty in the context of Internet retailing. So much
has been written in this area is because it is a very current and pertinent topic for both retailers
and consumers. Computer communication has opened up a world of electronic commerce that
has forever altered the business model. Researchers should continue to do studies in this area as
long as they are considered relevant and can offer managerial and academic implications.
This particular study is interested in looking specifically at shopping intention and brand
loyalty among online apparel consumers. Part of this study will be to determine if the findings
from brand loyalty studies conducted in offline settings are applicable to the online environment.
Also, this study hopes to add to existing literature by specifically examining apparel in the online
context. The majority of previous studies about brand loyalty and Internet shopping have been
done with more standardized products. As sales in the apparel category have grown in recent
years, retailers are looking to understand the buyer behavior of the multi-channel apparel
consumer.
The nature of online shopping is of particular interest to apparel merchandisers. They
have had to develop business strategies to market and sell a traditionally high touch (Levin,
Levin, & Heath, 2003) category of merchandise through a remote, electronic medium.
Examining how consumers online shopping intention for apparel relates to brand loyalty could
be of great benefit to retailers because loyal customers are less price-sensitive, spend more
money with the company, and pass on positive word-of-mouth (Dowling & Uncles, 1997).
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Retailers as Brands
This particular study focused on an apparel retailer as a brand. A retailer simply sells
goods to a consumer. A brand encompasses much more than just the sale of goods. A brand is
the consumers idea of a store or product and everything that the idea entails (Blackston, 1992).
A brand is able to incorporate a companys image and philosophy with their product. A
consumer associates certain attributes with a brand, such as equity, attitude, and affect
(Blackston; Chadhuri & Holbrook, 2001). A brand allows for a more personal relationship with
a consumer, which in turn has the potential to lead to loyalty toward the brand. This study
looked at online and offline consumer behavior and attitudes, so the retailers selected for the
study are actually multi-channel brands. By defining the retailers studied as brands, this research
was able to focus on the consumer/brand relationship rather than just purchasing behavior.
Objectives
The overall objective of this research study is to examine what influences shopping
intention and brand loyalty in online apparel shoppers for multi-channel retailers. Two
attitudinal categories, the attitude toward the brand and the attitude toward the brands website,
were used to determine online shopping intention.
The first objective of this study was to examine the relationship between a consumers
attitude toward the brand and the intention to shop online for apparel. The second objective of
this study was to examine the relationship between a consumers attitude toward the brands
website and the intention to shop online for apparel. Finally, the third objective of this study was
to investigate the relationship between a consumers intention to shop online for apparel and the
consumers brand loyalty.
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Conceptual Definitions
Multi-Channel Retailing refers to a business structure that is a combination of brick-and-mortar
stores, Internet storefront websites, and catalog or mail-order operations.
Attitude toward the Internet refers to a consumers evaluation of a combination of previous
Internet experience, perceived security while shopping on the Internet, level of general computer
knowledge, and level of comfort with new technology.
Behavioral Loyalty is defined as the repeat buying behavior of the consumer and is categorized
as either intentional or spuriousloyalty (Chaudhuri & Holbrook, 2001; Day, 1969; Gommans,
Krishnan, & Scheffold, 2001).
Brand Consistencyrefers to a brand-name concept or image being viewed similarly across
extensions [or channels] (Park, Milberg, & Lawson, 1991).
Brand Experience refers to a consumers past encounters with a brand, particularly in the area
of usage (Lau & Lee, 1999).
Brand Loyaltyis a deeply held commitment to rebuy or repatronize a preferred product or
service consistently in the future, despite situational influences and marketing efforts having the
potential to cause switching behavior (Oliver, 1997, p. 392). This behavior is a function of
psychological processes including cognitive, affective, and conative (Dick & Basu, 1994;
Jacoby, 1971; Jensen & Hansen, 2006; Oliver, 1997).
Brand Predictability refers to when a consumer can accurately anticipate a consistent level of
product quality or service (Lau & Lee, 1999).
Brand Reputation is defined as the commonly held opinion of others that the brand is good or
reliable (Lau & Lee, 1999).
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Brand Satisfaction is defined as the outcome of the subjective evaluation that the chosen
alternative brand meets or exceeds expectations (Bloemer & Kasper, 1995; Lau & Lee, 1999).
Brand Trustis the relationship between the confident expectations of the consumer and the
resulting responsibility of the brand or retailer (Chaudhuri & Holbrook, 2001; Lau & Lee, 1999).
Customer Satisfaction refers to the consumers fulfillment response. It is a judgment that a
product or service feature, or the product or service itself, provided (or is providing) a
pleasurable level of consumption-related fulfillment, including levels of under- or
overfulfillment (Oliver, 1997, p.13).
Fashion Clothing Involvement is defined as the extent to which the consumer views fashion
clothing as a central part of their life or a meaningful and engaging activity in their life (OCass,
2004).
Intention toward Online Shopping refers to the level of a consumers future intention to make
an apparel purchase on the Internet.
Website Perception refers to how a consumer perceives a combination of available product
information, ease of navigation, interactivity and entertainment, and design aesthetics related to
an apparel brands website.
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Chapter 2
Theoretical Framework
The purpose of this study is to examine the effects of consumer attitudes toward a retail
brand and its website on consumers intentions to purchase apparel online. The study also looks
at online apparel shopping intention and its connection to online brand loyalty. Six independent
variables were chosen to examine these relationships. These variables were selected and a model
was created after studying previously published literature on the subject of brand loyalty,
shopping intentions, and Internet retailing.
Several models from various researchers contributed to the theoretical model proposed in
this study. Research by Lau and Lee (1999) on the antecedents to trust in a brand was one of the
most important influences on this study.
Figure 1. Antecedents to Trust in a Brand Model. Source: Lau & Lee, 1999
Brand Characteristics
Brand Reputation Brand Predictability
Brand Competence
Company Characteristics
Trust in Company
Company Reputation
Company Perceived Motives
Company Integrity
Consumer-Brand Characteristics
Similarity BetweenConsumer Self-Concept &Brand Personality
Brand Liking
Brand Experience
Brand Satisfaction
Peer Support
Trust in a Brand Brand Loyalty
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Lau and Lee proposed that there were three sets of factors that led to brand trust (see
Figure 1). Of these factors, two brand characteristics, brand predictability and brand reputation,
were used in the proposed model. Also, two consumer-brand characteristics, brand satisfaction
and brand experience, were used.
All of the constructs in Figure 1 were tested. Lau and Lee (1999) created a revised model
(see Figure 2) by using regression analyses to determine which constructs were most significant
in explaining trust in a brand.
Figure 2. Antecedents to Trust in a Brand Revised Model. Source: Lau & Lee, 1999
Of the five most significant determinants of brand trust (see Figure 2), brand
predictability and brand reputation were used in the current study. Lau and Lee (1999) focused
on these two characteristics as antecedents to brand trust. The current study uses them as factors
that compose brand trust rather than precede it. Through the review of literature, brand
experience and brand satisfaction (customer satisfaction) were shown to be antecedents to
predictability and reputation. Predictability is determined through repeated experiences with a
brand or product. A reputation is based on customer satisfaction (or dissatisfaction) with a brand
or product.
Ha (2004) studied factors specifically affecting brand trust and commitment on the
Internet (Figure 3). Word-of-mouth, experience, and brand name (reputation) are all considered
contributing factors or parts of brand trust in this studys proposed model. Privacy, security, and
information fall under the attitude toward the Internet and website perceptions variables. Rather
Brand PredictabilityBrand Liking
Brand CompetenceBrand ReputationTrust in the Company
Trust in a Brand Brand Loyalty
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than directly affecting brand trust, as Ha hypothesized, the proposed model keeps the web-
related factors grouped together in a branch expressly associated with the Internet.
Figure 3. Formation of Brand Trust and Commitment on the Web. Source: Ha, 2004
Shang, Chen, and Liao (2006) studied the consumers participation in virtual
communities on a retailers website and its effect on brand loyalty. According to their model
(Figure 4), involvement (both cognitive and affective) was proposed to influence both
participation and brand loyalty. The term involvementin Shang et al.s study referred to product
involvement whileparticipationreferred to taking part in the online community. The degree of
involvement in a product was modified to show the degree of involvement with clothing in the
current study. Involvement encompassed both the cognitive and affective aspects. Cognitive
involvement is caused by a utilitarian motive, or concern with aspects like cost, quality, and
service. Affective involvement is a value-expressive motive in which the individual desires to
enhance self-esteem or self-conception (Park & Young, 1983). Cognitive involvement is a
reasoned approach to a product or brand while affective involvement is feelings toward the
product or brand. Few existing studies make the link between fashion clothing involvement and
online brand loyalty.
SecurityPrivacy
Brand Name
Word-of-Mouth
Experience Information
BrandTrust
BrandCommitment
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Figure 4. Consumer Involvement Determinants of Brand Loyalty. Source: Shang, Chen, & Liao,2006
Ho and Wu (1999) performed a study examining the antecedents of customer satisfaction
associated with the cyber shopping store (CSS) on the Internet. The current study examined
customer satisfaction with the brand rather than with the CSS. However, the variables in Ho and
Wus study that pertain to the Internet (Figure 5) correspond to the factors of website perception
used in the current study. Information characteristics, homepage presentation (design aesthetics),
product characteristics, and technological characteristics (ease of navigation) all contribute to an
online shoppers perception of a retailers website.
Figure 5. Antecedents of Customer Satisfaction for Cyber Shopping. Source: Ho & Wu, 1999
Logistical
Support
TechnologicalCharacteristics
InformationCharacteristics
ProductCharacteristics
HomepagePresentation
CustomerSatisfaction
Trust PerceivedAttitude
Involvement
CognitiveAffective
Participation
LurkingPosting
Loyalty
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Liao and Cheung (2001) researched the major determinants of consumer attitudes and
Internet shopping. Among those, transactions security, shopping experience (prior Internet
experience), and IT education and Internet usage (computer knowledge and level of comfort with
technology) were adapted for the attitude toward the Internet factor. Because no model was
provided in Liao and Cheungs study, the researcher created one to demonstrate the variables
studied relationships (Figure 6).
Figure 6. Determinants of Consumer Attitudes toward Internet Shopping. Source: Liao &Cheung, 2001
In 2000, Loiacono developed a scale to measure 12 dimensions of website quality.
Portions of the WebQual scale were used in the current study to measure the information
quality and fit-to-task, interaction, design, intuitiveness, visual appeal, and innovativeness of a
website. Because a model was not provided in Loiaconos study, the researcher developed one
(Figure 7).
Initial Willingness to
Shop on the Internet
ProductsTransactions
Security
Retail Price
Service
Quality of
Vendors
IT EducationInternet Usage
Consumer
Attitudes
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Figure 7. Source: Loiaconos WebQual Model, 2000
In the model developed for this study (Figure 8), variables were categorized into two
branches:Attitude toward the BrandandAttitude toward the Brands Website. It was proposed
that an attitude toward the brand begins with brand satisfaction. A consumers positive or
negative evaluation of a brand will have an effect on brand trust and offline brand patronage. It
was hypothesized that a consumers positive evaluation of brand satisfaction will lead both
toward building brand trust and offline brand patronage. Offline brand patronage, in turn, was
proposed to have a direct effect on brand trust. If a consumer regularly patronizes a retailer in
traditional shopping settings, s/he can be expected to develop trust in that brand. Brand trust has
been studied extensively and has been shown to affect online shopping intention (Grabner-
Kraeuter, 2002; Ha, 2004). It was therefore proposed that brand trust has an effect on the online
shopping intention of a consumer.
The attitude toward the brands website branch of the model was broken down into three
variables. The first, clothing involvement, measured a consumers level of involvement with
apparel. Shoppers who are more involved and concerned with fashion are more likely to
purchase it through remote channels (Goldsmith & Flynn, 2005). It was proposed that people
who are highly involved with clothing will have a more positive perception of a brands website.
Information
Quality & Fit-to-
Task
InteractionTrust
Response Time
Design
IntuitivenessVisual Appeal Innovativeness
Flow-Emotional
Appeal
Integrated
Communication
Business Process
Viable Substitute
Perceived Website
Quality
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The overall attitude toward the Internet was also proposed to have a direct effect on perception of
the brands website. If a consumer is comfortable with and knowledgeable about the World
Wide Web, he or she is more likely to perceive a brands website favorably. Ones perception of
a website, whether positive or negative, will influence ones attitude toward it.
Figure 8. Proposed Model
In an attempt to understand how attitudes influence behavior, Ajzen and Fishbeins
(1980) Theory of Reasoned Action was consulted. An attitude toward a behavior is either a
positive or negative evaluation of that behavior combined with the perceived consequences of
performing that behavior (Kim & Park, 2005). Attitude toward a brand is therefore a
combination of an individuals positive or negative evaluation of the brand with their perceived
consequences for purchasing or using the brand. The positive or negative evaluation of the brand
comes from a consumers level of satisfaction and their offline experiences with the brand. A
Brand Satisfactionbrand consistency
customer satisfaction
Offline Brand Patronage
Clothing Involvementlevel of fashion involvement
Attitude Towards
the Internetcomputer knowledge
level of comfort with technologysecurity
rior internet ex erience
Brand Trustreputation
brand predictability
Perceptions of the
Brands Websiteproduct information
ease of navigationinteractivity & entertainment
design aesthetics
Brand Loyalty
in Online
Apparel Shoppers
Online ApparelShopping Intention
Attitude toward the Brand
Attitude toward the Brands Website
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consumers perceived consequences of purchasing or using the brand stem from their level of
trust for the brand. For example, a high level of brand trust results in a lower perception of
negative consequences.
The same rationale was employed to develop the attitude toward the brands website
branch of the model. A positive or negative evaluation of the apparel brands website is from a
combination of the consumers involvement with and knowledge of clothing with their overall
attitude toward the Internet. The perceived consequences of using an apparel website are from a
consumers positive or negative perception of the website. If the consumer does not like a
website, based on any of the contributing factors, s/he will perceive negative consequences of
using the website. This observation would result in a negative attitude toward the apparel
website.
A consumers intention or decision to purchase an apparel brand online has the potential
to lead to brand loyalty. If the consumer has a positive attitude toward both the brand and the
brands website and a purchase is viewed as successful, s/he is likely to repurchase that brand in
the future. This brand loyalty could affect loyalty toward the retailer in all shopping channels.
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Chapter 3
Literature Review
Through the analysis of existing literature and research findings, a model was developed
to study the factors affecting online apparel shopping intention and its influence on brand
loyalty. An overview of Internet retailing and brand loyalty, both in traditional retail settings and
online, are provided in the following sections. This will be succeeded by a discussion of the six
factors that influence attitude toward a brand and attitude toward an apparel brands website.
Online Websites and Activity
The Internet is made up of a mix of different types of websites. Some are classified as
portals or search engines. Portals are websites that lead to other destinations within the World
Wide Web. Some websites are run by organizations such as non-profit groups or by local or
federal governments. Other sites are for private use, such as personal web pages, blogs, or chat
rooms. Business websites are often considered destination websites. Destination websites can
be divided into three main types based upon the method of revenue generation (Turban, King,
Lee, & Viehland, 2004). The first are websites that contain content free to the user and derive
revenue by selling advertising or sponsored content. The second type is sites that contain
password-protected content that is accessed by the user through the payment of fees or
subscriptions. Lastly, there are online storefronts that provide products, information, take orders
and payment, and arrange for delivery. This study will focus on the online storefronts of apparel
retailers (eg., bananarepublic.com, jcrew.com, and anntaylor.com). These particular sites are
also considered transactional websites, because they sell a particular product directly to the
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consumer (Turban et al.). In addition to product information and interaction, these sites provide
features such as a shopping cart, shipping calculator, and the ability to accept payment in order to
complete the business transaction (Turban et al.).
There are two types of online activity: task-oriented and experiential (Turban et al.,
2004). Task-oriented Internet users have a particular purpose for visiting a website, be it for
work, to search for information, or to purchase a product. Experiential users explore or surf the
Internet for fun, recreation, or non-goal-directed searches. Consumers who shop online may find
they exhibit a combination of the two types of activities. What started out as an experiential
activity could turn into a task-oriented purchase, or vice versa.
The E-Business Model
Although the World Wide Web was started and popularized in the 1990s, most
businesses have only been working through this medium for fifteen years or less. For example,
the popular e-retailer Amazon.com was launched in 1995 and the Gap, one of the largest apparel
brands, opened its online store in 1997 (Schneider, n.d.; Gap Inc., 2007). The business model
that was in place for traditional brick-and-mortar stores is not relevant to conduct business in
cyberspace. The Internet has become an integrated channel of interaction, merging product
flow with information flow (Holland & Baker, 2001, p. 35). The Internet allows for two-way
communication between businesses and consumers and cannot be approached solely as another
distribution channel. Businesses must capitalize on the new opportunities and capabilities that
the Internet offers.
The modern e-business model for retailers is a complex structure. Turban et al. (2004)
classified Internet retailing business models by the type of distribution channel they participate
in. They organized them into five categories: mail-order retailers that go online, direct marketing
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from manufacturers, pure-play e-tailers (retailers that only sell online), click-and-mortar retailers
(retailers with a combination of traditional and online stores), and online malls (groups of online
stores together). The apparel retailers that this study will encompass are considered click-and-
mortar organizations. This means their primary business is conducted through physical stores
while they also participate in online activities through a transactional website (Turban et al.).
These types of retailers have altered their traditional business practices to include their
supplementary websites. This is a multi-channel approach to the business model.
Brand Loyalty
The concept of loyalty can relate to a brand, a vendor, a service, or a store (Dick & Basu,
1994). The ultimate goal of brand loyalty is to gain a greater market share from repeat purchases
by loyal customers (Chadhuri & Holbrook, 2001). A greater market share in turn leads to higher
profits for the business. By maintaining loyalty among customers, a business can create a
sustainable competitive advantage (Dick & Basu, p. 99).
Brand Loyalty: The Traditional Views
Brand loyalty is a popular topic of study, especially in the consumer behavior and
marketing fields. The concept of loyalty is the relationship between a consumers relative
attitude toward an entity and his or her patronage behavior (Dick & Basu, 1994). Traditionally it
has been divided into two types, behavioral loyalty and attitudinal loyalty (Chaudhuri &
Holbrook, 2001; Day, 1969; Dick & Basu; Gommans, Krishnan, & Scheffold, 2001). Behavioral
loyalty is often defined in terms of the repeat buying behavior of the consumer (Chadhuri &
Holbrook; Gommans et al.). Attitudinal loyalty is generally the more complex type of loyalty. It
is characterized by cognitive, affective, and behavioral intent (Dick & Basu; Gommans et al.).
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Behavioral loyalty was first categorized by Day (1969) as either intentional or spurious
loyalty. Day recognized that consumers who exhibited spurious loyalty lacked attachment to
brand attributes. These buyers have the potential to be easily swayed to switch brands,
especially through the use of marketing strategies such as enhanced visual displays or
promotions. Another aspect of spurious loyalty is that it is a function of time. According to
Days study, the longer buyers are given to evaluate a brand, the more opportunity they have to
switch brands. One of Days solutions to reducing spurious loyalty was to increase brand
identifiability. Day qualified intentional brand loyalty as those consumers who exhibited true
loyalty. Truly loyal shoppers are less impulsive and patronize fewer stores. Another important
characteristic of intentionally loyal shoppers is that they have a great degree of confidence in
their ability to evaluate and choose between brands (Day).
Attitudinal loyalty is described by Chaudhuri and Holbrook (2001) as the degree of
dispositional commitment a consumer has toward a particular brand. This inclination to a brand
is often a result of some unique value the customer associates with that brand.
Brand Loyalty on the Web
While offering a world of new opportunities for businesses, the Internet also poses new
problems. Competition, which is also a problem relevant to traditional retailers, is a major
concern for online retailers. Whereas before a customer had to physically travel to another store,
now the Internet offers a variety of options at the click of a mouse. Consumers have access to a
selection of stores far beyond their local shopping area. The Internet makes comparison
shopping easier since it can be accomplished by simply navigating to another website.
According to a recent study by JupiterResearch, 87% of Internet shoppers visited multiple
websites before making a purchase (Corbin, 2008a). Srinivasan, Anderson, and Ponnalovu
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(2002) argued that it has become more difficult for retailers to retain loyal customers online due
to increased competition and minimal customer switching costs. In traditional retail settings,
switching brands may cost consumers time, effort, and money. In online shopping, the cost to
consumers for switching brands is very low.
One way retailers try to cultivate positive word-of-mouth advertisement for their websites
is by cultivating a social network. In JupiterResearchs study, 51% of shoppers between the ages
of 18 and 24 reported that online communities and social networks have influenced their
purchasing decisions (Corbin, 2008a). This percentage falls as consumers age, but the statistic
still shows that word-of-mouth is an influencing factor in purchasing and brand loyalty. Social
sites have the ability to encourage satisfaction and consumer confidence based on the opinions of
peers.
New consumers are discovering Internet shopping every day, just as the number of retail
websites are growing daily. According to Holland and Baker (2001), retailers are shifting
emphasis from attracting new online customers to retaining existing ones. Obtaining new
customers is costly and difficult relative to cultivating consumer relationships to build loyalty.
Stickiness is a recent term that is specifically related to websites. Stickiness refers to
anything about a website that encourages a visitor to stay longer (Lin, 2007). A sticky website
not only gets visitors to stay longer but also encourages them to frequently return to the site.
Stickiness for an online retailer is associated with repeat purchase behavior and ultimately with
brand loyalty. This notion alludes to Days (1969) idea of spurious loyalty as being a concept of
time. The modern concept for Internet retailers is that if a consumer spends more time visiting a
particular website, he or she will be less likely to travel to a competitors website. Day evaluated
shoppers purchasing behaviors for convenience food products. The results showed that the
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longer a shopper spent searching for and comparing the products on a grocery store shelf, the
more likely s/he was to be persuaded to try a different brand. The conflicting ideas of website
stickiness and Days research show a major difference between traditional and Internet shopping.
In addition, there is a clear difference in consumer behavior among product categories such as a
food product versus apparel.
Internet retailers, like traditional retailers, need to build value-based relationships and
treat loyal shoppers as preferred customers (Pearson, 2006). A mutually beneficial
relationship requires a companys commitment to customer satisfaction and the creation of a
positive shopping experience as well as receiving customer feedback and insights regarding their
experience. By building a brand relationship, retailers cultivate a feeling of attachment for the
consumer (Heath, Brandt, & Nairn, 2006). Blackston (1992) describes this feeling as a complex
of cognitive, affective, and behavioral processes which constitute a relationship (p. 80), which
in this case is between the customer and brand.
Brand Satisfaction
For this study, brand satisfaction is a combination of factors that relate to a consumers
overall view and experience of the brand. Brand satisfaction is composed of customer
satisfaction, through past experience and customer service, and brand consistency.
Lau and Lee (1999) defined brand experience as a consumers past encounters with the
brand. Past experience, whether positive or negative, affects brand patronage and loyalty. A
positive experience means that the consumers expectations were met or exceeded by the brand.
If a consumer has had a positive previous experience with a brand, it likely will in turn lead to
trust in the brand.
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Customer service quality is among many elements that affect a consumers overall brand
experience. Service has been known to strongly influence patronage and loyalty based on the
consumers overall perception of satisfaction. Customer satisfaction is whether a product or
service has met the customers needs and expectations. Satisfied customers are willing to
purchase products or services repeatedly and recommend the companys products or services to
others. Therefore, satisfaction with the company or brand is a clear antecedent of brand trust,
particularly relating to reputation and word-of-mouth.
The way in which consumers view the brand is also an important part of brand
satisfaction. Not only do customers need to have positive experiences with the brand, they need
to have consistent recognition of the brand. One strategy retailers use is offering a consistent
customer experience. Everything from logos to company philosophy must come across to
customers in a consistent manner in every store. The quality of merchandise, level of customer
service, and shopping environment must maintain company standards regardless of the retailers
location. These common characteristics also extend to uniformity in advertising and promotions.
Retailer brand consistency is a very important factor in attracting and maintaining customers.
Brand consistency increases credibility and decreases perceived risk (Erdem, Zhao &
Valenzuela, 2004). In turn, brand consistency can lead to brand predictability. Common
characteristics build retailer brand recognition among customers, and along with positive
shopping experiences, can potentially lead to brand trust and ultimately to brand loyalty.
Based on the supporting factors of customer satisfaction and brand consistency, it was
proposed that:
H1a: Those who have a higher level of brand satisfaction will have a greater level of
trust in the brand.
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In addition to building brand trust through a positive evaluation of brand satisfaction,
brand satisfaction was hypothesized to lead to loyal brand patronage in the offline or traditional
retail setting. Therefore, it was also proposed that:
H1b: Those who have a higher level of brand satisfaction will have a greater level of
offline patronage with a retailer.
Offline Brand Patronage
Brand loyalty and brand patronage are often mistaken for the same concept in academic
literature. Many studies that refer to brand loyalty are actually measuring it based on brand
patronage. Behavioral loyalty is the repeat buying behavior of the consumer (Chaudhuri &
Holbrook, 2001; Day, 1969; Gommans et al., 2001). This purchasing behavior is brand
patronage. Over time a consumers brand patronage can result in brand loyalty.
Behavioral loyalty is easier to achieve in a conventional retail setting. In the traditional
retail setting the business concept is generally product driven and marketer controlled (Gommans
et al., 2001). Consumers have a limited amount of information available to them while shopping
in a store. They have made an investment of time and energy to visit the store. Customer
service is offered through personal interaction with sales associates and the shoppers are
immersed in an environment created by the retailer. The perceived risk of conventional
shopping is often lower than online shopping. Consumers using traditional retail formats have
fewer payment security concerns than consumers purchasing products on the Internet (Kwon &
Lee, 2003). If customers value the service, quality, and environment of a retailer, they will often
return to make more purchases. It is logical to assume that the more a customer patronizes a
retailer, the more trust the customer will have in that brand.
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Offline brand patronage is important to building an online consumer base. Customers
who patronize a store are easy targets for retailers to promote their other channels. If a customer
has had previous positive experiences with a retailer, s/he is more likely to be willing to use a
new shopping channel for the first time. Brand satisfaction can lower a customers perceived
risk and is an antecedent to offline brand patronage. Offline brand patronage in turn affects a
consumers brand trust, which would then influence his or her willingness to use the retailers
online channel. Based on these two assumptions, it was hypothesized that:
H2: Those who have a higher level of offline patronage with a retailer will have a
greater level of trust for that particular brand.
Brand Trust
There is a great deal of literature available about the relationship between brand trust and
brand loyalty. Brand trust is the relationship between the confident expectations of the consumer
and the resulting responsibility of the brand or retailer (Chaudhuri & Holbrook, 2001; Lau &
Lee, 1999). Trust in a brand contributes to behavioral aspect of brand loyalty (Lau & Lee).
Brand trust is considered to be a well thought-out, deliberate consumer intention (Chaudhuri &
Holbrook).
Previous studies have shown that brand trust can be built upon multiple factors. For this
study, the focus will be on brand reputation and brand predictability as they relate to brand trust
and subsequently relate to online shopping intention and brand loyalty.
Lau and Lee (1999) described brand reputation as the commonly held opinion of others
that the brand is good or reliable. The researchers determined that, after usage, if a brand meets
the consumers expectations, then along with a good reputation it will reinforce the consumers
trust in that brand. Brand trust can also lead to favorable word-of-mouth about the brand and an
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increased consumer resistance to competitors strategies (Dick & Basu, 1994; Jensen & Hansen,
2006). A positive personal recommendation has the potential to persuade a customer to switch
brands or even establish his/her own loyalty to that brand. Word-of-mouth involves a degree of
peer influence. In the online setting, consumers are influenced by their peers via customer
reviews and social sites. Corbin (2008a) reported that online word-of-mouth had the greatest
impact on younger consumers, with 51% of shoppers between the ages of 18 and 24 reporting
that social sites have influenced their purchasing decisions. Therefore, word-of-mouth and peer
influence have a great effect on brand reputation.
Brand predictability is when a consumer can accurately anticipate a consistent level of
product quality or service (Lau & Lee, 1999). In the context of apparel, for example, the
customer would be able to predict the quality of the garment and the level of customer service
based on the brand. This study suggests that customer satisfaction affects brand predictability.
Consumer satisfaction from past experiences is directly associated with brand predictability
because predictions of future behavior are based on past performance.
Ha (2004) conducted a study directed specifically at Web-purchase related factors
involved in brand trust. These were security, privacy, brand name, word-of-mouth, experience,
and information. Has findings must be considered in this study as they relate to online
shopping. All six factors are represented; yet in the current study their arrangement and
placement within the overall schematics of this study have been adjusted. Experience and word-
of-mouth fall under the brand satisfaction and brand trust variables, respectively. Factors such as
privacy, security, and information fit under the apparel brand website perception variable which
will be discussed later in the paper.
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Based on the literature, it can be assumed that a strong brand reputation and positive
brand predictability can affect brand trust. If a consumer has trust in a brand, he or she is more
likely to try shopping a different channel for the same retailer brand. Therefore, it was
hypothesized that:
H3: Those who have a higher level of brand trust will have a greater intention to shop
online for apparel.
Clothing Involvement
Jensen and Hansen (2006) differentiated brand loyalty between high-involvement and
low-involvement products. Apparel would be considered a high-involvement product. The
researchers felt that true brand loyalty comes from repeat purchasing of high-involvement
products, whereas repeat purchasing of low-involvement products is simply habitual purchase
behavior. The researchers also felt that consumers seek more variety with low-involvement
products and are more willing to vary their purchase experiences by switching brands.
Tigert, Ring, and King (1976) conducted a popular study on fashion involvement.
Fashion involvement describes a spectrum of fashion behavioral activities (Tigert et al., p. 47).
These activities were defined as: fashion innovativeness, fashion interpersonal communication,
fashion interest, fashion knowledgeability, and fashion awareness in terms of trends. The
researchers found that women were generally more fashion involved than men. Additionally,
Tigert et al. were able to make observations about the fashion-involved consumer. Although
they are a small segment of the population, fashion-involved people tend to be heavy clothing
buyers. Therefore, this group is important to the apparel market. The researchers also found that
fashion-involved consumers are a driving force in the fashion adoption process. These people
influence others with their fashion choices and are a force behind fashion trends.
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Fashion clothing involvement has been defined as the extent to which the consumer
views the focal activity as a central part of their life, a meaningful and engaging activity in their
life (OCass, 2004, p. 870). OCass explains that fashion clothing is cyclical in nature and
draws people into the style of the moment. The intensity and nature of this involvement differs
among consumers.
Amine (1998) found that consumers commitment to a brand is indirectly influenced by
his or her level of product involvement. Therefore, the level of brand loyalty may increase when
a customer is highly involved with a product category. The relationship between product
involvement and multi-channel behavior was supported by the findings of Goldsmith and
Flynns study (2005), which examined the behavior of clothing buyers who purchased in stores,
online, and through catalogs. They determined clothing involvement was the consumers level
of interest in clothing product related information. The researchers found that consumers who
were highly involved in clothing were more likely to make remote purchases of clothing. As
such, consumers involvement in fashion will significantly affect their use of and loyalty toward
an apparel brands website and therefore, it was hypothesized that:
H4: Those who have a higher level of clothing involvement will have a more positive
perception of an apparel brands website.
Attitude toward the Internet
In order to evaluate an Internet apparel shopper, it is necessary to evaluate their overall
attitude toward the Internet. This must be viewed as a different construct than the consumers
attitude toward the brand, although there are many similarities. Internet use, for both shoppers
and non-shoppers, grew rapidly in the late 1990s. Socioeconomic studies showed that early
Internet users were generally male, in their mid-thirties, well-educated, held high-tech or
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professional jobs, and had above average income (Donthu & Garcia, 1999). An earlier study by
Crisp, Jarvenpaa, and Todd (1997) showed contradictable evidence that affluent women with
higher education were likely to develop a favorable attitude and greater intention to shop on the
Internet than their male counterparts. Donthu and Garcias study showed that the average
Internet shopper seeks convenience, is innovative, is impulsive, and seeks more variety. The
2007 Pew Internet and American Life Project reported that among Internet users, men and
women are now almost equally divided at 49% and 51%, respectively (eMarketer.com, 2008).
Their statistics showed the new Internet user is generally aged 30-49, white, has some college
and lives in a suburban area. Comparatively, the majority of Internet shoppers have a higher
education and higher income than nonusers and report having access to a broadband Internet
connection.
The attitude of Internet users tends to improve as technology improves. Computer
hardware and software prices have dropped as technology advances. Competition among
Internet service providers has also pushed down the cost of Internet access. Both of these factors
have made Internet access available to a wider range of economic classes. Higher network
speeds allow for faster connections and relieve the frustration of waiting for Web pages to
download. It is estimated that more than 50% of U.S. households that have access to the Internet
now use broadband connections (Mulpuru et al., 2007). Additionally, cellular phone technology
now allows consumers access to the Internet even while away from their computers.
Liao and Cheungs (2001) research in Singapore showed that computer literacy has
increased, not only in the U.S. but also in countries around the world. Computer technology,
from basic to sophisticated, is more widely available. Computer literacy is emphasized at all
levels of education (Liao & Cheung). The Internet is now a global phenomenon and an
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international marketplace partially due to the fact that more people have access to and understand
how to utilize computers.
Advanced technology has also increased transaction security. Shoppers want to be
confident that their personal and payment information is secure. Companies have invested a
great deal of time and money in improving their websites and protecting their systems from
hackers. Contrary to many Americans perceptions, online credit card transactions are more
secure than in-store transactions (Corbin, 2008b). Many companies address security concerns by
going to a third-party e-mail payment service, such as Google Checkout or PayPal, as an
alternative payment option for customers. Encryption technologies, off-line payment
arrangements, and anti-fraud initiatives are other various methods being utilized by Internet
retailers (Kwon & Lee, 2003). Kwon and Lees study determined that Internet shoppers
concerns were about both monetary loss (stolen credit card numbers) and privacy issues (identity
theft protection). Transaction security leads to lower perceived risk and higher trust in the
retailer by the consumers.
Crisp et al. (1997) suggested that there are four factors that influence attitude and
intention toward Internet shopping. These factors include: product value, shopping experience,
service quality, and risk. All of these factors are often similarly reflected in a consumers
attitude toward a brand. From their research, Crisp et al. found that only product value, shopping
experience, and perceived risk had significant effects on attitude toward Internet shopping. In
the same study the researchers found that product value and service quality were very influential
on a consumers intention to shop on the Internet. For apparel shoppers, Park and Stoel (2005)
determined that consumers may reduce their perceived risk of an apparel purchase by seeking
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additional information about the product. This is due to the shoppers inability to try on, feel, or
otherwise inspect the garment.
Another factor that affects a consumers attitude toward the Internet is prior experience.
Prior experience is defined as a source of information used to shape beliefs is the persons own
direct experience with a similar situation (Crisp et al., 1997, p. 4). A study by Taylor and Todd
(1995) showed that people experienced in using the Internet were able to use the knowledge
accumulated from previous experiences to form their beliefs and attitude toward the Internet. In
other words, both prior experience and level of experience affect attitudes toward using the
Internet.
In addition to past experience, a consumers knowledge also can influence attitude
toward the Internet. As previously mentioned, computer literacy is becoming more widespread
throughout the world. However, it is those people who have a predisposition toward computers
and are comfortable with high-tech equipment that are more likely to use the Internet, especially
for shopping (Crisp et al., 1997). Therefore it was proposed that:
H5: Those who have a more positive attitude toward the Internet will have a more
positive perception of an apparel brands website.
Perception of the Apparel Brands Website
Part of the consumer experience when shopping for clothing is the ability to feel the
fabric, see the color, and try on the product to determine fit. Clothing generally falls into the
high-touch product category (Levin et al., 2003). That means that the customer requires the
ability to touch or experience the product before purchasing. This is in contrast to low-touch
products such as airline tickets or computer software, where the product is usually standardized
and does not require physical inspection.
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Apparel retailers have found creative ways to substitute for the in-store sensory
experiences of consumers when shopping for clothes. One of these substitutions is offering
product information (Park & Stoel, 2005) that describes the fabric, dimensions, and other details.
Another method being used by online apparel retailers is image-interactivity technology, or IIT
(Kim, Fiore, & Lee, 2007). IIT technology varies and program features are becoming more
advanced. Older versions offer a two-dimensional view of a picture that can be manipulated to
change color or views, while the newer IIT programs can provide a three-dimensional virtual
model to showcase clothing (Kim et al.). Consumers are then able to evaluate fit, coordinate
separates, view garments from various angles, and zoom in to see details more clearly. Web
sites using IIT are simulating the product experience shoppers would normally get in a traditional
store. Kim et al. determined that consumers showed higher levels of shopping involvement and
enjoyment and had a more positive perception of online store environments when they were
exposed to a high level of website interactivity.
Finding enjoyment in website visits directly relates to the stickiness of the site. As
previously mentioned, stickiness is a factor that encourages the shopper to stay longer. By
making Internet stores more entertaining and enjoyable, retailers are encouraging customers to
stay longer or come back more often. This encourages repeat purchase behavior and is a primary
feature of brand loyalty.
In addition to providing interactivity and entertainment, websites need to be a functional
place for retailers and consumers to complete business transactions. Sites need to be easy to
navigate, secure for monetary and information exchanges, and offer a high level of customer
service. The available selection of goods, along with the information provided about those
goods, should be useful to the shopper.
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Design aesthetics is another important factor in website perception. Ho and Wu (1999)
determined homepage presentation was an important antecedent of customer satisfaction on the
Internet. They believed retailers should use striking texts, images, and animation to
communicate with the consumers. Not only does a website need to be attractive, creative, and
aesthetically pleasing, it also must represent the brand image. The design aesthetics must present
the brand and merchandise in a way that it consistent with the retailers other channels. Often
the websites reflect the physical stores, both in appearance and ambiance. If a store desires its
image to be a calming shopping experience for their customer, the website must also portray that
calming feeling. Since shoppers are unable to be physically immersed in that environment,
design aesthetics are responsible for communicating that image through a computer screen.
It has been hypothesized that both clothing involvement and a consumers attitude toward
the Internet have an effect on an apparel retailers website perception. Perception of a website,
in turn, consists of product information, ease of navigation, interactivity and entertainment, and
design aesthetics. Studies have shown that those who have a more favorable perception of a
website are more likely to shop at the site (Kim & Lee, 2006; Loiacono, 2000). Considering
these factors, it was proposed that:
H6: Those who have a more positive perception of an apparel brands website will
have a greater intention to shop online for apparel.
Online Apparel Shopping Intention
In many studies, online shopping intention is not distinguished from online patronage or
brand loyalty. However, this study makes a clear division between online shopping intention for
apparel and brand loyalty. Intention toward shopping online refers to a consumers future
behavior. Only after this behavior is repeated or the retailer is repatronized does the behavior
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become loyalty. The intent to shop is the antecedent to brand loyalty. It is reasonable to expect
that the more a consumer wishes to shop at a retailers website, the more likely s/he is to develop
a loyalty to the website. This study proposed that there is a strong relationship between the two.
H7: Those who have a higher intention to shop online for apparel will have a greater
level of brand loyalty.
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Chapter 4
Methodology
This study was designed to determine what factors influence a consumers intention to
shop for apparel online and the relationship to online brand loyalty. Using quantitative data, this
study measured the levels of brand satisfaction, offline brand patronage, brand trust, clothing
involvement, attitude toward the Internet, perceptions of an apparel brands website, the
intention to shop online, and online brand loyalty. This chapter focuses on sample descriptions,
data collection methods, and the survey instrument that was created to test the variables.
Sample
The participants used in this study were 200 female college students between the ages of
18 and 25 enrolled at the University of Georgia. Participation in the survey process was
voluntary. This study group was selected based not only on the convenience of obtaining the
sample but also on the likelihood that young women shop for apparel online. According to Lee
and Johnson (2002), Internet shopper demographics show that college students are likely to be
potential online shoppers.
Description of Survey
The instrument that was used in this study was a survey in the form of a questionnaire
approved by the University of Georgia Institutional Review Board. The survey focused on the
significance of brand loyalty in online apparel shoppers. The researcher developed a
questionnaire to collect data for this study. The survey asked questions based on behaviors
related to: (1) brand satisfaction, (2) offline brand patronage, (3) brand trust, (4) clothing
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involvement, (5) attitude toward the Internet, (6) perceptions of an apparel brands website, (7)
intention to shop online, and (8) online brand loyalty. Demographic information was also
included.
Each variable was measured using a previously developed scale. Some variables were
created from a combination of related factors and there was no one specific scale to measure
them. Combinations of scales were used to measure these variables.
Brand satisfaction characteristics were measured using nine questions regarding customer
satisfaction and brand consistency. A customer satisfaction scale by Taylor and Baker (1994)
was adapted for the survey. Questions regarding brand consistency were developed from
qualitative research by de Chernatony and Segal-Horn (2003). Responses were measured on a
five-point Likert scale (1 = strongly disagree, 5 = strongly agree).
Offline brand patronage characteristics were measured using a scale developed by Lau
and Lee (1999). This scale measured the behavioral intentions of respondents, particularly their
intention to keep buying the brand and their willingness to wait if the brand was not available.
Four questions were selected to measure offline brand patronage. Responses were measured on
a five-point Likert scale (1 = strongly disagree, 5 = strongly agree).
Brand trust characteristics were broken down into three scales: brand reputation, brand
predictability, and overall brand trust. All three scales were adapted from Lau and Lees (1999)
study. They developed a new scale to measure perceived brand reputation based on a
consumers notion of how a brand is known to be and what others have said about the brand.
Brand predictability was based on a Lau and Lee scale originally adapted from a scale developed
by Remple, Holmes, and Zanna (1985) which measured trust in close relationships. Their scale
included faith, dependability, and predictability as factors which led to trust in a relationship.
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Only the questions referring to predictability from the scales three categories were used and
adapted to reflect trust in a brand. The responses were based on a five-point Likert scale (1 =
strongly disagree, 5 = strongly agree).
Fashion clothing involvement characteristics were measured using a combination of
scales developed by OCass (2000, 2004) and Goldsmith and Flynn (2005). Eight questions
were used to measure the respondents involvement with fashion clothing and level of fashion
clothing product knowledge. The responses were based on a five-point Likert scale (1 = strongly
disagree, 5 = strongly agree).
Characteristics regarding attitude toward the Internet were measured using a combination
of scales. Computer knowledge and level of comfort with technology were measured from the
Internet Attitude Scale (IAS) developed by Durndell and Haag (2002). The IAS scale was
adapted from the Computer Attitude Scale designed and validated by Nickell and Pinto (1986).
Security was measured using the four questions in the safety portion of a scale by Lee and
Johnson (2002). Experience with the Internet was measured using adaptations of two questions
developed specifically for shopping on the Internet by Wallace, Giese, and Johnson (2004).
These questions deal with a customers experience at researching and purchasing a product
online. The responses were based on a five-point Likert scale (1 = strongly disagree, 5 =
strongly agree).
Perceptions of the brands website were measured using a modified version of the
WebQual scale (Loiacono, 2000). Of the original 21-question scale, 16 questions were
adapted based on factor loadings in Kim and Stoels (2003) study to fit the variable in terms of
product information, ease of navigation, interactivity and entertainment, and design aesthetics.
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Questions with a factor loading of less than 0.70 were dropped. Responses were measured on a
five-point Likert scale (1 = strongly disagree, 5 = strongly agree).
Online shopping intention and online brand loyalty characteristics were measured using a
combination of two scales. Three scale items to measure shopping intention were adapted from
scales used by Chiang and Dholakia (2003) and Baker, Levy, and Grewal (1992) to fit the
current study. The other three scale items used in this survey section were developed by the
researcher. Responses were measured on a five-point Likert scale (1 = strongly disagree, 5 =
strongly agree).
Four demographic questions were included in the final section of the survey. The
questions regarding age and ethnicity/race were used to determine the diversity of the sample
group. Although the sample was limited to a specific age group, the age distribution within that
group may have some effect on the results or be a factor of interest. The last two questions
related to the participants spending habits. Participants were asked approximately how much
they spend each month on living expenses and how much they spent on clothing in the last
month. These questions were to better understand the economic status of the demographic and to
determine if there is any relation between the amount spent on clothing in the last month and the
price points of the retailers selected. Also, the spending habits of the respondents could be a
relevant factor in clothing involvement and add to the conclusions of the study.
A preliminary study was conducted to aid the development of the survey instrument. The
preliminary study was used to determine female college students shopping preferences.
Twenty-eight students were asked to choose their favorite apparel brand and state whether they
had ever visited and/or purchased items from that brands website. The responses from the
preliminary study, along with consideration of retailers target markets and price points,
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determined the three retailers that would be used in the final survey instrument. Three retailers
were chosen to cover the widest range of styles and prices that would appeal to female college
students. The retailers selected were: Banana Republic, Urban Outfitters, and Forever 21.
The final University of Georgia Institutional Review Board approved survey instrument
used in the study was created on the website SurveyMonkey (www.surveymonkey.com) and was
accessible online. For the purposes of this study, an apparel brand was referred to as an apparel
retailer throughout the survey. This was to facilitate respondents understanding of the terms and
questions. Participants were asked in the beginning of the survey to select one of three pre-
determined apparel brand retailers that they have either had experience with or were familiar
with. Respondents were then asked to keep their selected retailer in mind when completing the
questionnaire. Prior to the website perception section of the survey, respondents were asked to
briefly visit the retailers website, search the website for a shirt or blouse, select a color and size
for the garment, and read the information provided about the garment. This request was to
ensure that the participants could evaluate similar experiences with the websites although they
may have chosen different retailers.
The researcher distributed 616 requests to visit the survey website to female students
between the ages of 18 and 25 at the University of Georgia. In addition to the distributed
requests, responses were also solicited by participants word-of-mouth. This snowball effect
provided an additional, but undeterminable, number of requests for participation in the survey.
Only 225 of the students participated in the actual survey, resulting in a 36.5% response rate. Of
those 225 surveys, 25 were discarded due to missing data and resulted in 200 usable surveys for
analysis. Students were asked to visit the website and complete the survey at their convenience.
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The survey took no longer than 20 minutes to complete. A random drawing for a $50 gift card to
Target was offered to the students as an incentive for participation in the research.
Statistical Analyses
Descriptive statistical analyses were conducted to determine demographic information,
means, and standard deviations of the factors. Exploratory factor analyses were then performed
to determine if any underlying components existed within the variables. Cronbachs alpha was
calculated to test the reliability of the scales and Pearsons correlation analyses were then
performed to examine the correlation between all variables. Regression analyses were used to
test the hypotheses.
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Chapter 5
Results
The data were collected through the online survey program SurveyMonkey. The data
were then imported into SPSS statistical software for evaluation. Descriptive statistics, factor
analyses, reliability tests, correlation analyses, and regression analyses were performed on the
data.
Participant Demographics
The final section of the survey was used to evaluate the respondents demographic
characteristics. Table 1 summarizes the results. Some respondents chose not to answer
questions about age and ethnicity/race but completed the rest of the survey. This accounts for
the discrepancies in the data totals for Table 1.
All participants in the study were female college students between the ages of 18 and 25.
The mean age was 21. A vast majority (85.9%) of the participants classified themselves as
Caucasian/White, while 6.6% were African-American, 0.5% were Native American/Aleut, 5.1%
were Asian/Pacific Islander, 0.5% were Hispanic/Latino, and 1.5% said they were in an ethnic
group not specified. Most of the respondents said their total monthly expenditures were either
between $400 and $800 a month or over $1,000 a month. Twenty-eight percent of respondents
spent over $1000 and 21% spent between $400 and $599 per month. Twenty-four percent spent
between $50 and $99 on clothing in the last month.
The majority of respondents (45.3%) selected Forever 21 as the apparel retailer brand
with which they had the most experience, while 38.7% selected Banana Republic, and 16.0%
selected Urban Outfitters.
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Table 1
Demographic Characteristics of Respondents (n=200)
Characteristics Frequency Percent
Age
18 2 19 15 20 45 21 51 22 30 23 11 24 8 25 14 Did not respond 24
Ethnicity/Race
Caucasian/White 170 85.9% African-American 13 6.6% Native American/Aleut 1 0.5% Hispanic/Latino 1 0.5% Asian/Pacific Islander 10 5.1% Other 3 1.5% Did not respond 2
Monthly Expenditure
$0-$199 9 4.5% $200-$399 14 7.0% $400-$599 42 21.0% $600-$799 41 20.5% $800-$999 27 13.5% Over $1000 55 27.5% Do not know 12 6.0%
Money Spent on Clothing
(in the past month)
$0-$49 30 15.0% $50-$99 48 24.0% $100-$149 40 20.0% $150-$199 35 17.5% Over $200 41 20.5% Do not know 6 3.0%
All percentages may not total 100% due to rounding.
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Factor Analyses
Factor analysis with varimax rotation was used to exp