The influences on online apparel shopping intention and brand loyalty for multi-channel retailers
Jones, Christie Lynn
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The purpose of this study was to determine the effect that a consumer’s attitude toward a retail brand and attitude toward the brand’s website have on their online apparel shopping intention and online brand loyalty. Six influencing factors including brand satisfaction, offline brand patronage, brand trust, clothing involvement, attitude toward the Internet, and perceptions of the apparel brand’s website were identified and tested. A total of 200 surveys were completed by female students ages 18 to 25 who attend the University of Georgia. Factor analysis was used to examine the multi-dimensionality of the scales, Pearson correlation analyses were used to test the relationships among the variables, and regression analyses were used to test the hypotheses. Brand trust and the perceptions of an apparel brand’s website both had a significant relationship with online apparel shopping intention, which in turn strongly influenced online brand loyalty.
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