Analysing consumer motivation towards purchasing fashion online

Vignali, Gianpaolo and Reid, Louise F. ORCID: 0000-0002-4779-4333 (2014) Analysing consumer motivation towards purchasing fashion online. International Journal of Business and Globalisation, 13 (2). pp. 133-152. doi:10.1504/IJBG.2014.064131

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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.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Consumer motivations; Fashion e-commerce; Retailing; Utilitarian and hedonic motivations
Related URLs:
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Louise Reid
Date Deposited: 15 Nov 2018 10:46
Last Modified: 01 Aug 2023 11:45

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