Factors Influencing the Adoption of Internet Apparel Shopping
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This thesis attempts to analyze the factors that affect the behavioral intentiontowards purchasing apparels through the Internet. A combination of TechnologyAcceptance Model and Theory of Planned Behavior along with constructs of Trustand Perceived Risk was chosen as the basis of framework for this study to explainhow online consumers behave while purchasing garments online and to illustrate thestrength of the relationship between consumers intention and constructs of attitude,Perceived Usefulness, Perceived Ease of Use, Subjective Norms, PerceivedBehavioral Control, Perceived Risk, and Trust. A pilot study along with severalinterviews was conducted to create a basis for the final questionnaire, which led to thedata gathered from 347 people of Iranian society. The measures and hypotheses wereanalyzed using Multiple Regression analysis. Results demonstrated crucial effect ofvariables such as social factors, Perceived Behavioral Control, Attitude, PerceivedRisk, and Trust on people’s behavioral intention towards shopping garments online.Furthermore, the implications of the findings for theory and practice are discussed andrelevant conclusions have been mentioned.
Place, publisher, year, edition, pages
2015. , 123 p.
Social Behaviour Law, E-Commerce, adaptation of information technology, Online shopping, technology acceptance model, theory of planned behavior, trust, perceived risk, online fashion industry
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-51382Local ID: 89467f36-3f31-494c-ab00-075f120bd923OAI: oai:DiVA.org:ltu-51382DiVA: diva2:1024743
Subject / course
Student thesis, at least 30 credits
Business Administration, master's level
Ek Styvén, Maria
Validerat; 20150827 (marikav)2016-10-042016-10-04Bibliographically approved