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A Study on Online Apparel Buying Behavior  

Rhee, Young-Ju (Department of Clothing and Textiles, Ewha Womans University)
Publication Information
Journal of the Korean Home Economics Association / v.45, no.3, 2007 , pp. 33-42 More about this Journal
Abstract
The purpose of this study was to examine the relationship between online apparel impulse buying behavior and product category/price of apparel items. The data were collected using an online survey with a structured questionnaire and a total of 731 responses were retained. Two hypotheses were put forward to test the relationships among the variables. Test of H1 showed that some product categories purchased by the respondents in the impulse purchase group were significantly different from those bought by the non-impulse purchase group. Categories such as shirt/blouse and belt were bought more frequently by the respondents in the impulse purchase group whereas shoes were bought more frequently by those in the non-impulse purchase group. The respondents in the impulse purchase group bought more items that cost less than $25 than those in the non-impulse purchase group. Based on the results, H1 and H2 were supported. From the results of the study, it is concluded that product categories and product price are closely related to the online apparel impulse buying behavior.
Keywords
Impulse buying; Product Category; Price;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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