Title: Assessing Womens Apparel Shopping Behaviour on the Internet Source: Reseach Paper Database: Proquest Authors: Alan

Hirst and Ogenyi Omar Citation: Hirst.A., Omar.O.(2007).Assessing womens Apparel Shopping Behaviour on the Internet. Journal of Retail Marketing Management Research, Vol. 1 No.1, October 2007, pp. 32-40 The study was conducted to evaluate womens attitude as an overall inclination towards apparel shopping online. The data for the study was collected in two phases: a focus group phase and a survey phase. The output of the focus group discussion was used to develop the questionnaire. Three universities in central London area were selected based on the researchers convenience for the generation of female post graduate student population samples to receive the questionnaire. The questionnaire was administered through electronic mail with an initial sample size of 1000 out of which only 210 responses could be elicited. A factor analysis was done in order to identify the underlying variables that define shopping behaviour of women on the internet.

The research reports that apparel purchasers online were more likely to perceive online shopping as having relative advantages, safe, easy way to shop, and secure and tended to be more matured with high incomes, and are willing to provide personal information online. However the major deterrent for adopting online shopping was the high level of perceived risk which included the concern regarding security of personal information, and fear of loss of money due to frauds.

The study also suggests that women generally show a positive attitude towards shopping online for apparel and online retailers must aim at providing a safe shopping environment online along with information that draws the shoppers attention to the measures taken for financial security and safeguarding of personal information.