Published on January 2008 | Online , Apparel, Marketing

“Strategic model for predicting customer's intention to purchase apparel online”

Shopping for apparel over the internet is a growing phenomenon. Customers make use of the net for information search and purchase. Based on the extensive literature review the objectives of the research are to enlist the service quality parameters, customers expect in online shopping for apparel, and to develop a prediction model using logistic regression, for purchase intention of consumers. This research paper discusses the service quality parameters, the customers expect from online shopping of apparel. The parameters are grounded from available literature on the topic. The tool (questionnaire) and items were developed based on literature, and series of focus group interviews. The reliability was found to be good. The responses were collected from customers from various demographic segments. Based on empirical research, a prediction model for customers intention to purchase is developed. The parameters and the prediction model are useful for decision makers in online marketing of apparel. Keywords: online marketing, apparel, service quality parameters, prediction model.