| The purpose of this correlational quantitative study was to investigate the factors affecting consumers' willingness to purchase apparel online using a set of predictors that integrated five factors believed to affect consumers' intentions to purchase apparel online: social influence, self-efficacy, compatibility, anxiety, and perceived relative advantage. The study also tested four demographic variables: gender, age, education, and income. A survey questionnaire was administered to a representative sample of apparel consumers. Hypothesis testing using Pearson Product Moment Correlation and Hierarchical Multiple Regression resulted in a three-predictor set whereby anxiety, self-efficacy, and compatibility explained 79.0% of the variation in response to intention to purchase apparel online. Subgroup analysis revealed that intentions to purchase apparel online did not differ between males and females. However, age, income, and education had statistically significant variations. This analysis included suggestions for online apparel retailers to reduce anxiety, acknowledge self-efficacy, and capitalize on compatibility. This study may contribute to leadership by helping organizational leaders adapt and respond to current advances in information technology and its ramifications on e-commerce. |
