The Effects of E-Commerce on Female Consumer Behaviour with Specific Regards to Apparel Purchases

Purpose This study aims to examine the effects of e-commerce on the female consumer behaviour towards apparel purchases. Methodology A questionnaire was conducted and self-administered to a purposive sample of 118 female participants between the ages of 20 and 60. The data was then analysed using IBM SPSS 19 Statistics. Findings Results showed that female consumers were beginning to express an interest in technological advances in regards to multi-channel shopping, however did not necessarily play a role in motivating online shopping behaviour. Findings also indicated that the ability and convenience to shop at any time of the day is the most likely factor which encourages online consumption between the sample participants. Results did not identify a relationship between consumer age and her online shopping behaviour patterns. Finally, the study suggested that the most probable factor which dissuades female consumers to purchase apparel online is concerns that the product will not be of a suitable fit. Research limitations Results cannot be generalizable to other potential consumer groups. Therefore, future research should include other population groups such as women aged below 20 or above 60 or could be expanded to male consumer groups. Furthermore, as there was no scope for cross cultural examination, a similar study could be conducted for consumers who are inhabited outside the UK. Originality This study is the first to investigate the effects of e-commerce on the female consumers' behaviour towards apparel purchases and their attitudes towards technological shopping advancements. Furthermore, the study seeks to examine if characteristics such as age play a role in women's online shopping patterns and the motivations and concerns associated with their online apparel shopping behaviour.ba_conunpub1381_ethesesunpu