Consumer adoption of the internet: The case of apparel shopping

Yoh, E., Damhorst, M. L., Sapp, S., and Laczniak, R. Consumer adoption of the internet: The case of apparel shopping. Psychology & Marketing 20, 12 (December 2003), 1095–1118. [URL]

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This article describes a conceptual model of how people purchase apparel online, which combines the theory of reasoned action (Fishbein & Ajzen, 1975) and components of a theory of innovation adoption (Rogers, 1995). In the former theory, behavioural intentions are a function of two perimary determinants: the attitude toward the object and the individual perception of normative social pressure. Additionally, a social-norm component incorporates an individual’s belief of a reference group over his/her behavior. The latter theory provides valuable insights for understanding the decision making process related to internet apparel shopping.

People who had more positive beliefs about Internet apparel shopping had more positive attitudes toward Internet apparel shopping. People who had more positive attitudes toward Internet apparel shopping had greater intention to purchase apparel through the Internet. In addition, people who had more social support to adopt Internet apparel shopping perceived more social acceptance of Internet apparel shopping and, in turn, had greater intention to purchase apparel through the Internet.

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