Consumer Perceptions of Apparel Products in Internet Shopping
Description:... The purpose of the present study was to determine consumer perceptions of apparel products in Internet shopping. According to the existing literature, four categories of perceptions play primary roles for apparel shopping consumer decisions: apparel appearance, apparel comfort, fabric characteristics, and apparel fit. The present study aimed to observe how consumers examine apparel products and focused on the role of consumers' apparel product perceptions in making their purchase decisions within an Internet shopping environment. Research methods resulting in qualitative data were utilized to observe how consumers navigate Web sites and search for the information needed to make purchase decisions. Participants were asked to access their favorite apparel Web site and go through their decision making process for selecting one apparel item to purchase. Observations were made regarding navigation patterns. Participants were also asked about specific product perceptions. Interviews were conducted with 26 female participants and lasted from 30 minutes to 1 hour. All interviews were audio-recorded and transcribed. Emergent themes from the interviews were identified and factors related to consumers' decision making processes were outlined. The results of the study showed how participants shopped for apparel products on the Web site using certain information. First, participants mentioned both positive and negative perceptions with Internet apparel shopping in general. Second, participants preferred certain Web sites based on their Internet shopping motivations. Third, based on Web site navigational patterns, five types of Internet apparel shoppers were identified: category shopper, bargain shopper, trend seeker, brand shopper, and visual shopper. Fourth, perceptions of apparel product value and quality were based on specific perceptions of image, comfort, fabric characteristics, and fit. The factors in each of these categories were examined and evaluated in relation to their importance in consumers' purchase decisions. Lastly, additional factors were used by participants in Internet apparel shopping decision making including: price, country of origin, shipping and handling fees, and return policies. The results of this study further our understanding of consumer behavior of the apparel products in the Internet environment and can provide needed information to Internet apparel retailers as they strive to create effective and useful Internet shopping environments.
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