Consumer adoption of the Internet for apparel shopping

143 Pages·2016·2.69 MB·English

by  Eunah Yoh

Iowa State University Capstones, Theses and
Retrospective Theses and Dissertations
Dissertations
1999
Consumer adoption of the Internet for apparel
shopping
Eunah Yoh
Iowa State University
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Recommended Citation
Yoh, Eunah, "Consumer adoption of the Internet for apparel shopping " (1999).Retrospective Theses and Dissertations. 12629.
https://lib.dr.iastate.edu/rtd/12629
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Consumer adoption of the intemet for apparel shopping
by
Eunah Yoh
A dissertation submitted to the graduate faculty
in partial fulfillment of the requirements for thed egree of
DOCTOR OF PHILOSOPHY
Major Textiles and Clothing
Major Professor: Mary Lynn Damhorst
Iowa State University
Ames, Iowa
1999
Copyright © Eunah Yoh, 1999. All rights reserved.
UMX Number: 9924783
Copyright 1999 by
Yoh, Eunah
All rights reserved.
UMI Microform 9924783
Copyright 1999, by UMI Company. All rights reserved.
This microform edition is protected against unauthorized
copying under Title 17, United States Code.
UMI
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ii
Graduate College
Iowa State University
This is to certify that the Doctoral dissertation of
Eunah Yoh
has met the dissertation requirements of Iowa State University
Signature was redacted for privacy.
Signature was redacted for privacy.
For the Major Prograni
Signature was redacted for privacy.
For the^radhate College
iii
TABLE OF CONTENTS
LIST OF FIGURES vii
LIST OF TABLES viii
ABSTRACT ix
CHAPTER 1: INTRODUCTION 1
Purpose 3
Objectives of the Study 3
Operational Definitions of Terms 4
CHAPTER 2: LITERATURE REVIEW 5
Internet Shopping 5
Transfer from Catalog and TV Home Shopping to Internet Shopping 8
Effects of Demographic Characteristics on Intemet Apparel Shopping 10
Sex 11
Marital Status 11
Residence Location 11
Age 11
Education 12
Household Income 12
Theoretical Approach of the Study 12
Rationale of Theoretical Model Development 12
Theoretical Framework 14
The theory of reasoned action 14
Innovation adoption theory 16
Research Hypotheses 21
Hypotheses for the effects of demographic characteristics 21
Hypotheses for causal model analyses 22
CHAPTER 3: METHODS 24
Techniques 24
Questionnaire 24
Section 1 24
Prior experience with mail order apparel shopping 25
Beliefs about in-home apparel shopping 25
Importance of beliefs related to apparel shopping 25
Social support for Intemet apparel shopping 26
Social acceptance of Intemet apparel shopping 26
Section 2 26
Apparel buying intention through the Intemet 26
Beliefs about Intemet apparel shopping 26
iv
Attitude toward Internet apparel shopping 27
Reasons for using the Internet for apparel shopping 27
Market incentives 27
Section 3 27
Section 4 29
Pretest Focus Groups 29
Statement on the Use of Human Subjects 30
Data Collection Procedure 30
Data Analysis 31
Preliminary Analysis 31
Descriptive analysis 31
Construct validity and intemal reliability 31
Descriptive analysis of research variable 32
Effects of demographic characteristics on Internet
apparel shopping 32
Analysis of Causal Models 32
CHAPTER 4: PRELIMINARY ANALYSIS 34
Sample Description 34
Demographic Profile of the Sample 34
Prior Experience with Mail Order Apparel Shopping 38
Prior Ex{3erience with Computer Technology and Internet
Shopping 39
Apparel Shopping Intention through the Internet with Market
incentives 41
Factor Analysis 42
Belief about In-home Apparel Shopping 43
Prior Experience with the Intemet 44
Beliefs about Intemet Apparel Shopping 44
Attitude toward Intemet Apparel Shopping 44
Social Support for Intemet Apparel Shopping 44
Descriptive Statistics of Attitudinal, Social and Behavioral Variables 45
Effects of Demographic Variables on Intemet Apparel Shopping 46
Effects of Categorical Demographic Variables 46
Effects of Continuous Demographic Variables 47
Summary of Hypothesis Test Results for Demographic Effects 48
Unhypothesiz^ Exploratory Analysis 48
CHAPTER 5; ANALYSIS OF CAUSAL MODELS 51
Preliminary Conrelation Examination 52
Step 1: Testing the Theory of Reasoned Action Model 52
Step 2: Addition of Prior Experience with the Intemet 55
Step 3: Addition of Beliefs about In-home Apparel Shopping 58
Step 4: Mail Order Shoppers versus Non-Mail Order Shoppers 61
Non-Mail Order Shoppers 62