Factors that influence female consumers to purchase apparel over the Internet

The purpose of this study was to examine the factors that influence the amount of money females spend on the Internet for apparel. Data were collected from 191 students of a major university in southern California. Data analysis revealed that there is a sizeable market segment of female consumers (59%) who purchase apparel through the Internet. Results of the study indicate that there is a significant relationship between females' feeling of competence in the use of the Internet and the amount of money spent on the Internet for apparel. The more females feel competence in the use of the Internet, the more they tend to purchase apparel over the Internet. Data also show that the majority of females who shop for apparel on the Internet spent {dollar}100 or less in the 6 months prior to data collection.