Buying apparel over the Internet

Tests ten hypotheses describing characteristics that distinguish consumers who have purchased apparel online from those who have not. A sample of 263 men and 303 women students completed a survey that measured their online and offline buying behavior, attitudes and predispositions. The results showed that the 99 online apparel buyers had more online buying experience in general. Online buyers did not differ from non‐buyers in their belief in how cheap buying online is, in their overall enjoyment of shopping, or in how often they bought clothing by any means. The demographic variables of age, sex and race were unrelated to online apparel buying. A further analysis showed that the online buyers used the Internet more hours per week and were more likely to buy online in the future than non‐buyers. The findings are consistent with previous studies of consumer Internet behavior and with consumer theory and provide guidance for e‐commerce apparel strategies.