Internet apparel shopping behaviors: The influence of general innovativeness

Instructor: Dr. Pi-Ying Teresa Hsu

Presenter: Jeffrey Chen

Date: December 3, 2009

Ha, Y., & Stoel, L. (2004). Internet apparel

shopping behaviors: The influence of general

innovativeness. International Journal of Retail

& Distribution Management, 32(8), 377-385.

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Contents

Reflection

Conclusion

Result

Methodology

Introduction

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Introduction

Many people have not accepted the Internet as a

way to make an actual purchase, especially for

something requiring such “hands-on” examination

as apparel products.

(Beck, 2001)4

Introduction

Because the Internet is a relatively new medium

by which to make purchases, some people may

be hesitant to use it.

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Definition of terms

General innovativeness is defined as “the

degree to which an individual … is relatively earlier

in adoption new ideas than the other members

of a system.”

(Rogers, 1995, p. 22)

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Definition of terms

Nature of apparel shopping is that when consumers

are shopping for apparel, they like to physically

examine the products to assess color, size, design,

and fabric.

(Ha & Stoel, 2004)

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Definition of terms

Internet apparel shopping behavior means that from

the shopping process, people derive several

different outcomes such as products, information,

and pleasure.

(Lee & Johnson, 2002)8

Purpose of the study

To understand how general innovativenessis related to Internet apparel shopping

To understand how general innovativenessis related to Internet apparel shopping

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Hypotheses

H1. General innovativeness is positively related to frequency of Internet apparel information search.

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Hypotheses

H2. General innovativeness is positively related to actual Internet apparel purchasing.

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Hypotheses

H3. There are significant differences between females and males in terms of general innovativeness, information search, and actual purchase for apparel products.

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Methodology

Measures

Questionnaire

Participants

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Participants

Family Resource Management

(FRM)

Textiles and Clothing major(T & C)

2 classes 3 classes

73 students 105 students

A large US university

178 participants

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Questionnaire

Section A

Section B

Section C

General innovativenessGeneral innovativeness

Frequency of Internet apparel shopping

Frequency of Internet apparel shopping

Demographic informationDemographic information

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Measures

General innovativenessGeneral innovativeness

Example:

“I like new styles in clothes, especially those that are really different.”

1 52 3 4

Strongly disagree Strongly agree

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Frequency of Internet apparel shoppingFrequency of Internet apparel shopping

Example:

“During the past six months, how often have you used the Internet to search information for apparel related products?”

Never= 1

Once or twice a year= 2

Every few months= 3

Every month= 4

At least once a week= 5

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Internet apparel purchasing behaviorInternet apparel purchasing behavior

Example:

“During the past six months, how often have you used the Internet to purchase apparel related products?”

Never= 1

Once or twice a year= 2

Every few months= 3

Every month= 4

At least once a week= 5

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Result

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H1H1 H2H2

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Conclusion

While innovators are likely to adopt the Internet for information search, the perceived financial and product risk of actual online purchasing is so great.

Women were more innovative and used the Internet more frequently for information search for apparel products than men.

For apparel products, general innovativeness is related to Internet usage for information search, but not to actual purchase.

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Reflection

The numbers of participants in Table 1 are different. (p. 381)

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The sample size is quiet small.

The insufficient factors of the participants’ background

The gender of participants was not equal.

Thanks for your attention!